Competitive advantage is a hot buzz concept in business today, but in his book Hidden in Plain Sight, Erich Joachimsthaler makes the case that a focus on “customer advantage” is a surer path to growth. [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.

[Read More]

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]

Volumes have been written on ways to improve direct mail response rates, but it’s difficult to know which ones will work for you until you test them. Unless you are Publishers Clearinghouse, your mail quantities [Read More]

Direct response television (DRTV), once a yell-and-sell arena for hawking Ginsu knives, the ThighMaster and other unusual products, has become an integral part of the integrated marketing communications mix for the likes of American Express, [Read More]

For multinational corporations such as GE, a commitment to the environment is a huge undertaking, both in terms of money and time. But small and midsize companies can find easier ways to jump on the [Read More]

When Cheryl Roth co-founded Organic Works Marketing in New York six years ago, she never suspected that one of the most dramatic consumer shifts in recent memory would place her company squarely on the cutting [Read More]

“These ads are more creative and effective because they are made by people who are passionate about the product and who also have an intimate, firsthand knowledge of exactly why people like it,” says Charlie [Read More]

How many roads can a man walk down? Ben Cohen seems determined to find out. He’s been a college dropout, teacher of troubled kids, cofounder and CEO of Ben & Jerry’s, and now president and [Read More]