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Here are four common mistakes that service firm leaders make, and five tips on how to save time, money, and heartache when thinking about the dreaded competition.

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As retailers strive to touch consumers at every step of the purchase cycle, retail marketing has evolved to become a mosaic of mass-media branding, tactics for driving store traffic, in-store experience, and loyalty programs. It's a lot to manage, but this checklist should help.

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A great many changes are taking place online right now. This is particularly true when you are trying to reach and sell to potential customers who are up-to-date with new technologies and ways of using the Web. Meanwhile, too many online marketers are still scratching their heads and wondering whether they can muster the courage to launch a blog.

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There is currently a fundamental shift in business thinking. In fact, business leaders are embracing, with great impact, the concept of integrating analytical abilities and creativity. And this is where our left brain-right brain discussion takes us....

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You are probably very familiar with the concept of communications planning. Perhaps you manage the communications for your company. Now you need to take that same communications expertise and apply it to yourself.

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To design marketing plans that are effective in attracting and selling to more women, you have to know where you are today. In other words: To get the right answers, you must start with the correct questions. As your company focuses on developing appropriate strategies, here are some questions you should consider.

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Along the path toward better marketing accountability, there are many rocks, holes, roots, and other tripping hazards. Here are a few of the most common ones. Which ones are blocking your path?

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How do consumers decide what to buy? And how much money do they have to spend for what they want to buy? Marketers have long tried to figure it out, and you're probably no exception in finding out that there haven't been any good answers. So you rely on things like household income data to measure the potential spending power of your prospects and customers. And, for a long time, that kind of "potential" was all that was available. But today it is no longer enough if you are serious about targeting the right consumer, with the right product, at the right time.

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In a classic "New Yorker" cartoon, a man approaches the pearly gates. Saint Peter, greeting the new arrival, gestures to a sign saying "Birth, Death & Beyond" and comments, "Actually, I preferred 'Heaven,' too, but then the marketing guys got hold of it." Ah, the dreaded "m" word. Instead of inspiring awe and admiration, it's now more likely to prompt contempt and eye-rolling.

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Traditional TV tends to deliver measurable advertising results only for true mass-market products—in part because you need about $15 million to begin even the smallest mainstream TV campaign. Cable TV, on the other hand, is a powerfully viable alternative, delivering much higher ROI on much lower budgets in a national campaign. With cable TV, significant impact can be seen from as little as $500,000 in media spending.

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Selling intangibles is hard work. Putting together a successful Web site that peddles intangibles is even harder. Here's a look at the top sins that many professional services sites—maybe most—commit... along with some suggestions on what can be done about them.

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For some organizations, there's no business like tradeshow business. But diversifying your marketing efforts leads to better results. So what are the alternatives to tradeshow marketing?

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Remember back in the '90s, when voice of the customer (VOC) was all the rage? It was a process discipline, a way for companies to gather customer insight to drive product and service requirements. But VOC got lost amidst a booming tech sector, abundant resources, and the many, many new markets, customers, and transactions that companies pursued. Somewhere along the way, pulling out all the stops to delight the installed customer base got lost. But today, VOC is again moving to the center of the radar.

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Make no mistake: Online, your success in converting interest into acquisition depends on your ability to connect with prospects precisely where they are in the buying process. B2B and B2C buyers go through similar stages in that process as they consider their purchasing decision: needs assessment, requirements analysis, evaluation, purchasing. Using this model, there are four distinct methods you can use to successfully transition prospects from first click to conversion.