Marketing Viewpoints by Larry Chase ResourcesResult(s): 41 - 50 of 62
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"Brand Marketers like to change what people think, while Direct Marketers like to change what people do," says DM consultant Ruth Stevens. She's right about that. >> Click to continue
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You can easily find scads of articles written about Internet marketing, but using the Internet as a productivity tool isn't written about nearly as much. Why? Because it's not as sexy as an article or book that's titled, "Make a Million Dollars in Twelve Minutes on the Internet." Yes, some companies are making money on the Net, but it's a more practical proposition right now for most firms to use the Net as a productivity tool that helps them run a tighter ship. You too can use it as a weapon for managing the internal affairs of your firm more cost-effectively. Think about it: if you bring your overhead down, the savings turn up as profits. If you make your profits turn up sooner than your rival's, then you've got one heck of a competitive advantage. Read on, and you'll find six ways to trim your costs and enhance your profit margins. >> Click to continue
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As you may know, your humble publisher (that's me) has other lines of business in addition to WDFM. One of those other revenue streams is public speaking. In fact, I often draw on WDFM as a case history, and show firms how to set up their own content marketing vehicle.
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For those of you who are interested in polishing your speaker skills, I thought I'd share a few impressions of the National Speakers Association annual conference recently held in Washington, D.C. The tapes of the speeches mentioned below are available here. >> Click to continue
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Genevieve Javellana of the American Marketing Association asked me for the spookiest ad campaign I've seen recently. She was preparing her newsletter to go out for Halloween. Without hesitation I said it was the Harley Earl commercial that is currently running for Buick. >> Click to continue
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In these changing times I see two kinds of people. One kind keeps doing things the way they always have. Let's call these (and these kind of companies, for that matter) the "Stuck-in-the-Rut" people. The successful type I see are what I call the "Survivor Shifters." >> Click to continue
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Let's face it, much of the income for zines like WDFM is from advertising. However, WDFM has and does syndicate it's content. WDFM reviews have been in Ad Age, DM News, and B2B,(formerly known as Business Marketing magazine). Currently you can syndicate these reviews from ScreamingMedia.com. >> Click to continue
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Reputation. That's what branding really comes down to. It's not merely what you say about yourself, it's what others say about you, and what others say about you has much to do with how they experience you first hand. All the fancy slick-o jingles, taglines, and logos that a retail outlet can muster will never make up for that sales clerk that bit your head off. >> Click to continue
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Self-absorbed advertising with its grandiose claims has pretty much worn out its effectiveness and welcome, as you know. The challenge for most marketers is figuring out what's going to replace those intrusive and unwanted ads. >> Click to continue
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Advertising is only a subset of marketing, and a much maligned one at that. In the 1920s, marketing legend John E. Kennedy succinctly defined advertising as simply "sales in print," but, some decades ago, the relationship between advertising and sales results became unhinged. >> Click to continue
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