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Marketing management is often relegated to communication, advertising and promotion efforts. It's hard to convince senior management that Marketing can produce moneymaking results. But that's what marketing managers need to do if they want to be recognized.

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Have you watched too many well-meaning interviewees torn to bits on 60 Minutes? Heard your peers reel from being misquoted in the local paper? Do you worry that the media won't "get it" when it comes to your business? Working with the media is no picnic. When done strategically, however, it has the power to increase your company's visibility, boost your status as an expert in your field and drive business to your door. Here's how.

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As we enter the early stages of the New Year, it is natural to think about and plan our marketing and business development activities for 2005. Whether you are a independent consultant, corporate executive or entrepreneur, consistent application of the following seven core marketing best practices will enable you to produce the kind of business results you want.

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Growth opportunities are everywhere—especially when industry sales have flatlined and new prospects look grim. Sounds impossible? Not if you understand that there's a new breed of adventurous female customer waiting in the wings, ready to experience your products and services. Here's the story of one company that got it right, and the lessons we can all take away from their considerable success.

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Old-school thinking demotes blogs to the domain of college students and frustrated authors battling writers block. New-school thinking elevates blogging to a much different sphere of influence. Journalists have embraced blogging -- both authoring blogs as well as consulting them for sources. And now blogging also has a place in the corporation -- in fact, it's actually good for business.

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This week, add your two pesos to the dilemma: What steps can you take to ensure your email newsletters get through spam filters (and don't bounce back)? Also this week, read your answers to: What do you do when your audience doesn't respond?

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Co-registration (or co-reg, as it is commonly known) is rapidly gaining ground as a media tactic. In the age of CAN-SPAM, and with an increased understanding in the market about the importance of user permission for effective email communication, co-reg is an attractive option for building a house list. This article discusses the most important issues to consider when crafting an insertion order (IO) for a co-reg buy.

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To optimize campaign performance, you must understand which media is driving response, which creative is most responsive and whether new offers increase response versus previous efforts. You can only draw conclusive results if you are willing to adopt tracking and measurement strategies and tactics prior to launching campaigns. In fact, agencies as well as clients need to take these three critical steps to ensure flawless execution of tracking.

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Building and maintaining a trusting relationship with your agency is key to project success. Many relationships with agencies fail because clients treat them like vendors instead of partners. They don't value agency advice when they really need to get a fresh perspective in solving a communication challenge. You can learn that lesson the hard way—becoming battle scarred in the skirmishes with your design agency. Or you can follow these 10 golden rules—and find great teamwork and stronger results in the end.

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If you can do the three big things this month, quarter or year, you'll not only achieve more and earn more but also find that all of the above is measurable. Best of all, it will give you a sense of focus; a sense of True North.

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Marketing departments often have the challenge of dealing with too much data. This week: How do you collect the right sort of data and measure the efficiency of a marketing campaign? Join the conversation! Also this week, read your answers to last week's dilemma: What is the best approach to ensure your newsletter code reaches the right inboxes?

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When corporate America participates in cause-related marketing programs, it enhances its image, customers show greater loyalty, the public recognizes companies as good corporate citizens, and the companies gain a competitive advantage in staff recruitment and retention. But does corporate America really care?

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A single op-ed article will not change the way you or your organization is viewed overnight. But combined with other related initiatives, they are an integral part of an expertise-oriented PR program that will help solidify your firm's standing as an expert in its field.

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This week, add your two cents to the dilemma: What should publishers do to build reader involvement? Also this week, read your answers to the last issue: What makes long Web copy effective?

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Many branding maxims tossed about in the marketing world—and accepted as unquestionable gospel and law—simply are not valid. At least they are not valid for everyone and every business.

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The consulting proposal is a necessary evil. A great proposal can be decisive in winning a project; a poor one can cause you to lose a project, even if everything else in the sales process has gone flawlessly. Use these guidelines to a write a killer proposal every time.

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Creating tradeshow displays is one of the toughest challenges that creative firms face. But if done right, they can be showstoppers. Here's why they are so tough—and what you can do to make them work.

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Here's a disturbing little secret: almost 70% of the people you do face-to-face business with will never speak to you again. It's not that they didn't like you or get value from your services. It's simply that they just don't care. They haven't thought about you since you last spoke to them weeks ago. But why wouldn't they think about you? Didn't that last marketing campaign get great feedback? As the available research suggests, it's not that they don't like you; rather, they have simply forgotten you.

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Robbie has worked at companies with smart, charismatic leaders who have run a good idea right into the ground. A leader without a sound strategy is like a guide without a compass, a ship without a rudder or whatever other clichéd metaphor you like. There's a reason we have so many expressions for the impact of bad leadership—nearly all of us experience it and know how very painful it can be.

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In the first part of this two-part article, we took a look at the heart of the Australian Spam Act and how it differs from other legislation. Here we conclude with a description of message types, together with some examples, as well as a brief discussion on penalties and international implications.