In Depth Postings:

In Part 1 of our discussion of marketing to the Connected Customer, we showed how customers are increasingly relying on the Internet and mobile communication to aid purchase decisions. This evolution of ...

It is about time all marketers finally accept the way technology is changing how their customers make purchase decisions.  Specifically, marketers must understand and embrace the realization that the combination ...

Continually finding new sales leads is the lifeblood of most sales organizations.  While this task is often a painful struggle, a number of technologies have emerged in recent years to help lessen the ...

As a follow-up to our last post that suggested how some retailers are rethinking customer self-service options, it seems appropriate to take a look at the self-service concept in greater detail.   In some ...

For organizations selling products or services intended for use by a large number of users within a single purchasing environment, such as a large corporation, completing the sale can be a confounding ...

Hiring a celebrity to endorse a product is a popular promotional option for many marketers especially in the consumer market.  Each year leading consumer companies offer millions of dollars to celebrities ...

There are many websites that recruit web surfers to participate in online research, such as answering surveys or participating in focus groups.  Many of these sites are run by legitimate market research ...

The standard market research report, generally viewed as a routine and often dull business document, is being viewed in a new light by many marketers.  While most people do not equate a research report ...

The Internet's dramatic impact on business is causing some to conclude that, in the long term, marketing success for many companies may be hard to sustain.  In particular, the speed at which information ...

Will the sports car driven by James Bond entice movie-goers to consider test driving that car? Are television viewers more likely to increase their purchase of the snack product they see their favorite ...

Many marketers believe one of the worst competitive positions to be in is being a late entry with a new product or service.  That is, competitors have gotten a head start entering a market giving these ...

Many companies sell products that work as both component products within a larger product or stand alone as a final product.  For example, electronic audio manufacturers sell radios to car manufacturers ...

With the exception of basic commodity items, such as home heating oil, a single marketing strategy often does not address the unique needs of all members of a market.  Nearly all products and services ...

It has been nearly sixty years since organizations began to understand the real importance of marketing strategy and planning.  Prior to the 1950s most companies did not have marketing departments, but ...