strategy+business: MARKETING & SALES

The Promise of "Self-segmentation"

by Nick Wreden — Mon, 05 Oct 2009 00:00:00 -0500

Rather than putting consumers in arbitrary "buckets" for targeting, marketers should join them online in communities of passion and interest.

What a Declining Business Media Means to CEOs

by William J. Holstein — Mon, 28 Sep 2009 00:00:00 -0500

As cost cutting narrows the field of business journalism, it has become more difficult to put out a corporate story -- or take one in.

Selling Gets Complex

by Geoffrey James — Thu, 27 Aug 2009 00:00:00 -0500

The Internet, technology, and globalization have changed this age-old game for good.

Reinventing Print Media

by Matthew Egol, Harry Hawkes, and Greg Springs — Thu, 27 Aug 2009 00:00:00 -0500

Four new strategies offer a path to future profits for today's troubled newspaper and magazine companies.

Ads That Penetrate Consumers' Heads and Hearts

by Matt Palmquist — Thu, 27 Aug 2009 00:00:00 -0500

Consumers process only the most useful and appealing information presented in advertisements.

A Five-step Guide to Building Successful Brands

by Matt Palmquist — Thu, 27 Aug 2009 00:00:00 -0500

A winning product launch requires differentiation, positioning, personality, vision, and added value.

All Brands Are Niche Brands

by Tim Mahoney — Tue, 11 Aug 2009 06:00:00 -0500

Subaru's chief marketing officer on how to sell cars in a tough market.

The Promise of Private-label Media

by Matthew Egol, Leslie H. Moeller, and Christopher Vollmer — Tue, 26 May 2009 08:00:00 -0500

A direct-to-consumer media strategy can help companies build brands and reach consumers in new ways.

The Trouble with Brands

by John Gerzema and Ed Lebar — Tue, 26 May 2009 08:00:00 -0500

Most consumer brands are not creating value. The exceptions share a set of "energized" attributes that companies can identify and exploit.

Convincing Consumers to Spend Again

by William J. Holstein — Tue, 07 Apr 2009 06:00:00 -0500

In a brutal sales environment, retailers and manufacturers, led by the auto industry, are finding that smarter marketing -- not better products -- may be the best way to a customer's heart.

The House That Ogilvy Built

by Kenneth Roman — Tue, 24 Feb 2009 08:00:00 -0600

The legendary advertising innovator David Ogilvy created an enduring organization using culture, integrity, and charm.

Measuring Your Way to Market Insight

by Leslie H. Moeller and Edward C. Landry — Tue, 24 Feb 2009 08:00:00 -0600

To build closer connections to customers, start by developing analytical prowess.

Digital Darwinism

by Christopher Vollmer — Tue, 24 Feb 2009 08:00:00 -0600

In the new marketing and media ecosystem, some will fail, some will thrive, and all will have to evolve.

50-plus: A Market That Marketers Still Miss

by Richard Rawlinson and Natasha Kuznetsova — Tue, 24 Feb 2009 08:00:00 -0600

Baby boomers are responsible for more than 40 percent of retail spending in the U.S. and western Europe, but many companies still focus on youth and young families.

Get Out of the Silo

by Edward H. Baker — Tue, 20 Jan 2009 07:00:00 -0600

Marketing expert David Aaker argues that to succeed in today's global arena, marketers must learn to appeal to consumers whose interests transcend individual products and regions.

Major Media in the Shopping Aisle

by Matthew Egol and Christopher Vollmer — Tue, 25 Nov 2008 00:00:00 -0600

Marketers are using digital and video technology to reach shoppers at the moment that matters most.

Best Business Books 2008: Marketing

by Catharine P. Taylor — Tue, 25 Nov 2008 00:00:00 -0600

The Brand's New World

The Metric behind the Slogan

by Michael Schrage — Tue, 25 Nov 2008 00:00:00 -0600

Creating new ways to measure success.

A Breakaway Opportunity for "Inferior" Products

by Leslie Moeller, James Ryan, and Juan Carlos Webster — Tue, 16 Sep 2008 07:00:00 -0500

As the difficult economy causes consumers to trade down in their purchases, companies need to adjust their offerings to their customers' new behavior.

Web Sales with a Human Touch

by Edward H. Baker — Tue, 26 Aug 2008 00:00:00 -0500

Bringing personalized service to e-commerce consumers.

Tracking the Elusive Consumer

by John Jullens and Gregor Harter — Tue, 26 Aug 2008 00:00:00 -0500

Consumer choice modeling can help companies improve their market share by offering a better understanding of consumer preferences.

The Evolution of Online Media

by Melissa Master Cavanaugh — Tue, 15 Jul 2008 06:00:00 -0500

Author of Always On and Booz & Company Partner Christopher Vollmer on how the media environment is changing and what it means for advertisers and marketers.

A Better Customer Service Connection

by Timothy Hoying, Ashish Jain, and Madhu Mukerji-Miller — Tue, 10 Jun 2008 00:00:00 -0500

Four steps for helping an organization design and deliver a successful customer experience program.

Winning the PR Wars

by William J. Holstein — Tue, 29 Apr 2008 05:00:00 -0500

CEOs must learn to manage the media if they want to influence how their stories are told.

New Metrics for Media

by Christopher Vollmer — Tue, 26 Feb 2008 00:00:00 -0600

The measurements associated with digital media will shift the focal point of all advertising from exposure to results.

New Life for Tired Brands

by Nikhil Bahadur and John Jullens — Tue, 26 Feb 2008 00:00:00 -0600

How to discover the dormant vitality in an old product line.

Signals for the Coming Year

by Art Kleiner — Tue, 22 Jan 2008 05:00:00 -0600

Change may be certain, but for a business decision maker, some changes have more impact than others. Here are eight trends that will make the greatest difference in 2008.

Bridging the Marketing-Sales Chasm

by Barbara Sullivan and Graham Ericksen — Tue, 18 Dec 2007 00:00:00 -0600

A common, fundamental disconnect between getting the message out and closing the deal can lead to lost sales opportunities. But it doesn't have to.

Keeping Marketing's Promises

by James H. Gilmore and B. Joseph Pine II — Tue, 13 Nov 2007 00:00:00 -0600

Ads that trumpet, "We're unique!" are meaningless if the stores say, "No, we're not."

Kevin George: Unilever's Digital Media Strategy

by Andrea Rasmussen and Carolyn Ude — Tue, 16 Oct 2007 00:00:00 -0500

Unilever's U.S. vice president and general manager of its deodorants division discusses his company's approach to launching new products using a variety of new media channels.