Marketing


Recent Marketing Articles

Start-up Covets Spokes of Northwest's Hub

By Marc Ballon |  Feb 1, 1998

Start-up airline Pro Air Inc. hopes to win over customers from Northwest Airlines with lower airfares, higher-quality service, and a focus on business travel...  Read more

Can You Become a Public Company Without Realizing It?

By Stephanie L Gruner |  Feb 1, 1998

Say, for example, you have a fast-growing company and a broad-based stock-option plan. "If a certain number of employees exercise their options, the compa...  Read more

Books to Go Public By

Feb 1, 1998

There are plenty of good, well-balanced guides that discuss raising capital through an initial public offering. But remember, if your accounting and legal...  Read more

Inside-Out Marketing

By Susan Greco |  Jan 1, 1998

Mogens Smed, CEO of Smed International Inc., presents his company's chaotic, overcrowded headquarters to customers as a working showroom of the office furnit...  Read more

The Medium Is the Message, Marketing Via the Internet Article

Jan 1, 1998

The Medium Is the MIZNage ...  Read more

Cavorting with the Customers

Jan 1, 1998

Paul Mermelstein, president of Island Hideaways, a $1-million vacation rental agency in Ellicott City, Md., was desperate for a way to grab consumers and ...  Read more

Frugal Move: An Online Catalog

Jan 1, 1998

Drew Munster had meager financing when he started Tennis Warehouse, a direct-mail business in San Luis Obispo, Calif. He could afford only a black-and-whi...  Read more

Investments in Customer Confidence

Jan 1, 1998

In addition to its World Wide Web site, New York City-based Kaplan Educational Centers maintains sites on America Online and the Microsoft Network. Chief ...  Read more

Look Before You Leap

Jan 1, 1998

Even the smallest tweaks in a direct-mail campaign can have significant impact on sales. At Athletic Supply, a 400-employee company in Dallas, vice-presid...  Read more

Aim for the Bullseye, Direct Mail Article

Jan 1, 1998

Aim for the BuCOLeye ...  Read more

Brewing Brand Management

Jan 1, 1998

News stories about highly successful companies can be a great source of information and inspiration for managers mapping out their company's marketing pla...  Read more

Big Guys Buy More

Jan 1, 1998

Sometimes, the most efficient route to reaching a customer is not the most direct. For instance, the publisher of FamilyEducation Today, a newsletter advi...  Read more

Please Screen Our References, Prospecting Article

Jan 1, 1998

Please Screen Our References ...  Read more

Outstanding in the Field, Training Article

Jan 1, 1998

');h1">Outstanding in the Field ...  Read more

If You've Got It, Flaunt It

Jan 1, 1998

Once you commit time and resources to creating a new sales tool, you might as well show it off. That's what MacTemps' Kimberly Kapner did with the CD-ROM ...  Read more

Celebration for Promotion

Jan 1, 1998

To lure locals into his restaurants, Jack Baum offers them something hard to resist: a pat on the back. The chairman of Dallas-based Canyon Cafes sends co...  Read more

A Year of Working Successfully

Jan 1, 1998

The best promotional pieces are the ones that meet several sales and marketing objectives at once--like Munton's. For more than 40 years, this British pro...  Read more

Blueprint for Buyers

Jan 1, 1998

Catalogs from Design Basics, a home-plan publisher based in Omaha, once grouped home designs primarily by architectural style. Although this organization ...  Read more

Our Price Includes Answers

Jan 1, 1998

Faxes have become the secret to smarter selling for UV Process Supply, a Chicago mail-order firm that sells technical supplies to companies that use ultra...  Read more

Mini-Promos Pack a Punch, Cost Controls Article

Jan 1, 1998

Mini-Promos Pack a Punch ...  Read more

A Little Help from Your Friends

Jan 1, 1998

It takes time and effort to get customer references, but many companies don't use their customer lists to solicit references effectively. This is despite ...  Read more

Fighting Bad PR Online

Jan 1, 1998

Online, the effects of bad publicity are sometimes magnified.  Read more

Follow the Leader

By Joseph Rosenbloom |  Oct 15, 1997

Kali's SportNaturals Inc.'s all-natural Clif Bar scores big in the energy-bar industry. A profile of an Inc. 500 company.  Read more

Apparel Company Tests Waters. Will It Sail?

By Mike Hofman |  Oct 1, 1997

An overview of a company that hopes to build a brand of outdoor apparel made from a special fabric.  Read more

Competitive Edge: 'I'm Smarter Than Michael Dell'

By Marc Ballon |  Aug 1, 1997

Can a smart kid with a plan to be the first to introduce cutting-edge laptops into the market beat Mr. Dell?  Read more

I Can't Afford Formal Market Research

By Stephanie L Gruner |  Jul 1, 1997

When Karen Scott got started in the mail-order baby products business, she put together her own focus group -- using the local newspaper. After clip...  Read more

How Can We Stand Out at a Big Trade Show?

By Stephanie L. Gruner |  Jun 1, 1997

Ken Hawk, CEO of $5 million 1-800-Batteries, in San Jose, Calif., did it by targeting customers off the trade show floor. Unable to wrangle a booth ...  Read more

PR on the Cheap

By Christopher Caggiano |  Jun 1, 1997

Can't afford to hire an expensive PR firm? You can still get the word out about your company.  Read more

The Best 4 Small-Business Neighborhoods in America

By Joel Kotkin |  May 15, 1997

Here's what entrepreneurs are looking for when selecting a community for start-ups, and what they're finding.  Read more

Dear Max: Drop Dead. Love, GoCard

By Mike Hofman |  Apr 1, 1997

Here is how entrepreneurs came together to fight a common enemy, but will they last?  Read more

Something for Nothing

By Alessandra Bianchi |  Mar 1, 1997

These days we hear a lot about give-aways, but is it wise to give products away? A guide to when freebies make sense.  Read more

An Olympic-Sized Letdown

By Michael E. Kanell |  Feb 1, 1997

In the aftermath of the 1996 Olympics, many small businesses in Atlanta are concerned about the future.  Read more

Free, Slim, and Specific

Jan 1, 1997

Sending less product literature to customers can actually be a more efficient way to communicate with them and service their needs. Like other companies i...  Read more

Feathers in Her Cap

Jan 1, 1997

Ann Withey, owner of Annie's Homegrown, a $3.5-million Sausalito-and-Boston-based macaroni-and-cheese manufacturer, boasts a database of 75,000 customer n...  Read more

Give Them Credit for Complaining

Jan 1, 1997

Smart companies purge duplicate names and addresses from their mailing lists, but duplicates can slip through even the most sophisticated systems. J. Jill...  Read more