In the early 19th century, guerrillas, soldiers who used unconventional marketing tactics to combat their enemies, were instrumental in defeating the French dictator Napoléon. Today the term has attached itself to marketing — unusual, fresh, [Read More]

A growing business lives and dies by repeat customers or clients, especially in uncertain economic times like these. Studies show it can cost up to 10 times more to land a new customer than to [Read More]

“To build a product idea you need to understand what your customers’ needs are,” says Chris Miller, founder of Lancaster, Pa.–based Innovation Focus, which helps companies design and facilitate business development programs to foster growth. [Read More]

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]

Say what? Controlled messaging has been replaced by talk? That’s a fact, asserts Lois Kelly, author of Beyond Buzz: The Next Generation of Word-of-Mouth Marketing. Instead of carefully crafting brand voices or stirring up buzz, [Read More]