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Like the parents of Lake Wobegon, a lot of marketing managers seem to live in a place that’s a little disconnected from reality. In that place, for example, every customer is profitable.

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If you want to see one of the best examples of a great use of marketing theory, watch the TV show "American Idol."

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How can we increase our conversion rates on a pay-per-click search deal? Also this week: Should we continue renting from third-party list brokers?

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Being Googled reveals how visible you are on the Web, and visibility (at least among your target audience) is critical to successful personal branding.

CONTENT TYPE: Article | TOPIC: Writing

Denning describes how storytelling can serve as a powerful tool for organizational change and knowledge management.

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tock market analysts say that a company’s past performance is no indication of their future returns. Well, it’s the same story in strategy and marketing.

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The Web is about self-service. To succeed in self-service, you need to really understand how your visitors think and behave, which requires getting to know their needs in a comprehensive manner.

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Unfortunately for us marketers, the public is inundated, deluged and bombarded, every day, with hundreds of ads, commercials, emails and direct-mail offers inviting them to buy, try, upgrade, sign on, act now and order before midnight.

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This week: How can we develop successful Webinars that generate high-quality leads? Also: One product, three markets. How can you launch at the same time for different audiences?

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Launch teams often focus their tools and training on communicating product knowledge and features, rather than communicating a solution’s strategic value to your customer.

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Harvard’s structure and marketing system can teach us one heck of a lot.

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The old, customary procedure of strategy development has a pure and sound logic. But the problem is that it's no longer adequate.

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In part 1, Karen introduced a client that suffered from copywriting traumas. Now here's the plan of action.

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When your CEO has high expectations for the organization that include new initiatives and directions during the fiscal year, long after budgets are approved, you are at a crossroads.

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Should legitimate marketers continue to work with third-party list brokers or build their own in-house lists? Also this week: What are your best practices for selling to the CEO?

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Evangelism is more powerful than most traditional forms of selling.

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Which areas do today’s emerging brands need to rethink to specifically manage the costs of the entire marketing process?

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What people search for on your site is a gold mine of information.

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There's something that most writers neglect to take into consideration.

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Delivering on promises becomes a moment of truth in a customer relationship and can have a positive or negative impact on the perception of your brand.