Marketing


Recent Marketing Articles

The Road to One-to-One Marketing

By Susan Greco |  Oct 1, 1995

A close-up look at how a concierge service is successfully using one-to-one marketing, and what this appraoch involves.  Read more

Publicity: Write a Better Pitch Letter

By Robina A. Gangemi |  Sep 1, 1995

Two of Inc.'s staff explain how to a write a publicity letter that will get an editor or writer's attention.  Read more

Anatomy of a Launch: Step One -- Smart Market Research

By Susan Greco |  Sep 1, 1995

The first in a series on how a start-up launched a nationwide line of evironmentally correct bath products.  Read more

Benchmark: Not on the Net? You're Not Alone

By Susan Greco |  Aug 1, 1995

Three graphs displaying how small business is using the Internet for marketing.  Read more

30 Seconds with Guerrilla Marketing's Guru

By Susan Greco |  Aug 1, 1995

Jay Conrad Levinson answers questions and explains how guerrilla marketing works.  Read more

Benchmark: Death of a Sales Lead

By Susan Greco |  Jul 1, 1995

A quick look at some figures on the usefulness of reader response cards.  Read more

Public Relations: Getting Your Company On TV

By Robina A. Gangemi |  Jul 1, 1995

A CEO and his video-production expert explain how they created a video that caught national attention.  Read more

Trade Shows: How to Be an Exhibitionist

By Robina A. Gangemi |  Jun 1, 1995

A quick look at how a marketing expert lures potential clients, and how to get a free trade show kit.  Read more

Communications: Satellite Dish for a Day

By Martha E. Mangelsdorf |  Jun 1, 1995

An owner imparts his story of renting a satellite dish to tap into a seminar, and how his company used it for PR.  Read more

Smart Marketing or Invasion of Privacy?

By Susan Greco |  May 1, 1995

Questioning whether some target marketing strategies invade a customer's right to privacy and two company examples.  Read more

A Media Snapshot

By Robina A. Gangemi |  Apr 1, 1995

A clothing retailer signed on with a CD-ROM shopper and a rate comparison between CD-ROM catalogs and other mediums.  Read more

On the Road

By Susan Greco |  Mar 1, 1995

Visiting customer sites and putting on trade show-like presentations.  Read more

Gearing Up to Switch Markets

By Susan Greco |  Mar 1, 1995

Strategic sessions to plan the switch to different markets.  Read more

Channel Surfers

By Teri Lammers Prior |  Feb 1, 1995

Investigation of how seven different entrepreneurs found distribution the key to maintaining a competitive edge.  Read more

Technical Information: Get Answers

By David Abrahamson |  Feb 1, 1995

A quick look at a company supplying business with technical support, market research, and more.  Read more

Focus: Master of the Ordinary

By Alessandra Bianchi |  Jan 1, 1995

A quick look at a start-up that is built around a new and improved ratchet wrench.  Read more

Advertising: Video Screen Test

By Susan Greco |  Jan 1, 1995

A quick look at an inventor who created a video to promote and market her invention.  Read more

Reward Frequent Buyers

Jan 1, 1995

Businesses as diverse as coffee shops, dry cleaners, and bookstores have all adapted the airlines' frequent-flyer conceptto their operations, offering cus...  Read more

Continuity Clubs for Everyone

Jan 1, 1995

There was a time when only book publishers persuaded customers to pay up front to receive a series of products in the mail byinstallment. Now companies in...  Read more

Using Customers as Beta Testers

Jan 1, 1995

The best way to test your product is to share it early and often with potential end users. That's what the software company Intuit,in Menlo Park, Calif., ...  Read more

Cheap Showmanship

Jan 1, 1995

There's so much noise and commotion at trade shows that if your product is unknown or very technical, it can seem impossiblefor your company to stand out....  Read more

Underpricing Is as Bad as Overpricing

Jan 1, 1995

You want customers to think they're getting a good deal, but there's no point in selling yourself short. If you underprice yourself,customers might think ...  Read more

Voice Mail Tops Telemarketers

Jan 1, 1995

Anticipating a good response to his television ad, Menderes Akdag of Lens Express, in Deerfield Beach, Fla., hired a telemarketing firm to field calls for...  Read more

Marketing: Messages That Hit the Spot

By Susan Greco |  Dec 1, 1994

Two overviews of companies that are packing newsletters or catalogs with their products.  Read more

Overseas Sales On-Line

By Karen E. Carney |  Dec 1, 1994

A quick look at several companies that are doing international business through on-line services like CompuServe.  Read more

State of the Art: High-Tech Coupons and Kiosks

By Alessandra Bianchi |  Oct 1, 1994

A quick look at three start-ups offering high-tech answers to inefficiencies created by discount coupon use.  Read more

In the Eye of the Beholder

By John Grossman |  Oct 1, 1994

An up-close look at the 1990s fad, 3-D images, and how one entrepreneur stumbled into it and hit pay dirt.  Read more

State of the Art: CD-ROM Marketing

By Martha E. Mangelsdorf |  Sep 1, 1994

Three start-ups that are exploring opportunities in CD-ROM marketing are featured in this short article.  Read more

Dealer Relations: Creating Demand Together

By Susan Greco |  Sep 1, 1994

A CEO explains why dealers are often set up for failure, and how he overcame that when marketing a new product.  Read more

Benchmark: Keeping Tabs on Rivals

By Susan Greco |  Sep 1, 1994

Some statistics on Inc. 500 companies that track their competition, with a quick comment from two CEOs.  Read more

Cause-Related Marketing: What Works

By Susan Greco |  Aug 1, 1994

Chart showing percentage of customers who favor types of cause-related marketing and two companies who use it.  Read more

Picture This: A Customer-Friendly Brochure

By Inc. staff |  Jul 1, 1994

Using stock photos can make marketing materials distinctive yet not expensive.  Read more

Direct-Mail Tips on Tape

By Inc. staff |  Jul 1, 1994

A set of videos offers tips on creating successful direct-mail pieces.  Read more

Staking a Claim on the Internet

By Steve Solomon |  Jun 15, 1994

This article focuses on early commerce explorers on the Internet, and tips for on-line marketing.  Read more

Equity on Demand

By Martha E. Mangelsdorf |  Jun 1, 1994

One CEO gives away equity to foster brand loyalty.  Read more