Geeks are smart, but skeptical (think Bill Gates, Mark Cuban), and savvy marketers need to approach them in the right forums, with the right messages, in the right style. Here are some ways to reach [Read More]
Torie Clarke says that nothing sells better and accrues more credibility than telling the truth. That may sound amusing coming from a former spinmeister who served as the Pentagon’s communications chief during the early years [Read More]
Only a decade ago, companies were judged primarily on the quality of their products and services. Now, consumers are increasingly demanding that businesses also be good corporate citizens by participating in cause-related marketing.
If you want to watch the latest news report on Sun Microsystems, you need not turn on a television. A few years ago, the press area of Sun’s Web site (sun.feedroom.com) was revamped to look [Read More]
For years, when marketers broached the subject of audio branding, the discussion centered on commercial jingles — those catchy ditties that have helped companies deliver brand messages in an engaging, tuneful way. But these days, [Read More]
In his book According to Kotler, Philip Kotler, a professor of international marketing at Northwestern University’s Kellogg School of Management, employs a question-and-answer format to plow through clearly organized sections and subsections of information on [Read More]
The key to achieving business longevity, Young maintains, is to create a strategic business development plan — and stick to it. She offers these four tips for putting a plan in action:
The infamous feud between the Hatfields and the McCoys lasted 13 years. But that’s small potatoes compared with the ever-present tension between marketing and finance departments. The two functions have long had a fractious relationship, [Read More]
Yet the employees at Bob Evans restaurants feel so comfortable with their management — have such a strong sense of belonging — that after a long shift on their feet, many go home [Read More]
James Hoggan can come across as an old-school, starched-shirt strategic communication authority. Representing a distinguished blend of both blue-chip and new-economy clients, the Canadian public relations guru has cultivated a particular niche in a fast-paced [Read More]
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