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Marketing isn't a One-Size-Fits-All proposition. Only when you start at the beginning ("What's the objective? What's the question we're trying to answer?") can you expect to solve the problem and achieve results.

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Email's evil twin -- UCE or "unsolicited commercial email" as it’s officially known -- has come to be known as “spam.” Your intrepid gumshoe, always up for a good mystery, went in search of the nefarious beginnings of the stuff from which so many Hotmail accounts runneth over. Just where does spam come from anyway...?

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It’s been 42 years since Theodore Levitt first introduced the term Marketing Myopia, and our marketing eyesight has not improved much. Even today, most companies don't market their product correctly. At the heart of the issue is focus: Marketing should focus not on product, but on the customer.

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Trouble is, most web sites are still designed and developed by IT professionals, and ruled by the IT mindset. IT believes that a well-designed web site should allow you to get in, get what you want,and get out quickly. IT thinks web copy should be short and sweet. Oh, really now...?

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Previously, Lynda defined viral marketing and suggested why you should consider using it. Now, she offers a list of 13 best practices for successful viral email marketing.

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You've heard the pitch – marketing newsletters are supposed to attract customers. They're sworn to build customer loyalty. And they'll increase profits. All that…and they are incredibly cheap to produce. So why is your newsletter's falling hopelessly short of its potential?

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The usefulness of personas in defining and designing interactive products has become more widely accepted of late. But there are still many misconceptions about how personas are created, and about what information actually comprises a persona. Just what ARE personas? And why should you care?

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When times are crappy, motivation is... well, the same. So how do you avoid stagnating...when everything around you is?

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It's now time to calculate corporate sales numbers and roll them up to senior management to be reviewed and okayed. But are your IT sales forecasts for 2003 accurate? Is your firm still talking technology when customers are buying value? Take a simple test to measure your risk.

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Is your marketing pouring some serious money down the drain, because you don’t have the cookie factor? But first--just what the heck is a cookie factor anyway? And how can you apply this simple marketing and psychological principle to rake in some big bucks?

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Mitch McCasland is an expert in brand strategy. He has worked with the big guns--Proctor & Gamble, Dr. Pepper/Seven-Up, and Verizon/GTE. Here, he tells how account planning techniques can benefit the way web sites are designed.

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Lest you naively launch an effort to understand every detail of e-tailing, Lauren Freedman will quickly remind you: “Shopping is not and never will be a science.”

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In the first of this three-part series, Partner defines viral marketing and tells why you should consider it. In her view, email is the ideal viral marketing tool.

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Most recently, the art of serial storytelling has taken root in TV -- where we tune in to The Sopranos or Six Feet Under each week to watch the story unfold. There are some valuable lessons in the art form that can also apply to email marketing.

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Products fail. Especially technology-based products. We marketers need to understand how customers deal with product failures, to be sure they are happy and satisfied even when the unthinkable happens.

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Forget the spin and Dilbert-speak. What does it *really* mean to "value-add"? How do you define value? How do you know if you're successfully adding it? And what do you do to response to the values that are changing and/or migrating?

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Listen up, all you direct marketers now relying on email to deliver your messages. As with any campaign, you need to plan carefully and adhere to best practices.

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Companies that do well during an economic crisis are proactive, not reactive. They seek out new opportunities and respond quickly to changes in the marketplace. Here are five recession-proof tips to use in your global marketing effort.

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In the first half of this two-part series, the author examined what has changed in the realm of technology spending, and studied factors that motivate different companies to buy during depressed economic cycles. In this final installment, find out how to exploit these motivators to pry dollars out of tight wallets.

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In the introduction to "Business: The Ultimate Resource," author Daniel Goleman makes the case for including "business intelligence" among other forms of intelligence that are now studied, ranging from Howard Gardner's breakdown to the work that Goleman furthered in emotional intelligence. How does business intelligence differ from other identified intelligences?