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Some of you may think "scent marketing" and identify with a company like Yankee Candle, which understands the power of scent—but today's technology goes beyond melted wax, potpourri, and fragrant oils. And most significantly, scent technology today reaches far beyond the home. Increasingly, scent branding is being broadly deployed in major retail and boutique stores, airlines, museums, and other marketing venues across the globe, and in a neighborhood near you.

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Here are three new ways for you, and your creative team, to trigger some gigantic ideas.

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Conventional wisdom would have many executives believe that social responsibility is in conflict with revenue and profit growth. It's true: A company's responsibility is to increase profits. Yet social responsibility doesn't have to be a drag on the bottom line. Today, you can actually make money by giving.

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The delicate relationship between management and marketing is a dance roughly akin to that between fox and hen, but with far less goodwill. To management, you're only as good as your last campaign. So let's look at the 12 tenets of Social Media Marketing to see how you can up your success rate.

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Ah, sales and marketing. They're like two siblings fighting in the back seat while mom, pop—or a company executive—drives the car. Jonathan doesn't know how to stop all this bickering (and he's not interested in "who started it"), but here he suggests a few ways those of us on the marketing side can ease the tension by better serving their sales brethren with more productive collateral.

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Marketers, for better or worse, need to find meaningful ways to measure their effectiveness. Within the organization, a marketer can earn respect, and be appreciated, by speaking a language that other employees understand: the language of sales and profits.

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They say that "Imitation is the sincerest form of flattery." Not if you are a Web site owner and you have a brand to protect! Stephan has seen designs copied, content copied... even entire sites copied. It's easy for someone to "View Source" and take whatever they like, without regard to copyright. Here's what to do about it.

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If you're trying to market to adults who were born between 1965 and 1994, then you need to understand the best method for reaching generation X and generation Y. The answer is more traditional than you might think.

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Most midsize-to-large companies have long learned the value of the press release, but the vast majority of small companies haven't. The notion seems to be that, to make it into the newspaper, companies must have some momentous news to break. But, by forfeiting the newspaper coverage to the "big boys," small companies are missing out on possibly the most dynamic form of promotion and lead generation there is—and it's free.

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It appears that these differing expectations, and the evolution of the role of professional services marketer, have begun to fall into two distinct camps, both of which are grounded in expertise: the efficiency specialist, and the analytical specialist/market creator.

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Recently, the author has heard the term "mantra" used much more in a business context, as in a "guiding principle" that inspires you to do whatever special things you do. In the past it might have called a "motto," or a "creative strategy," but today... it's a mantra. So what's your mantra?

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There are many resources on the Web for small budgets, and they can enhance the way you interact with your customers. They key is to understand what you need and find the service that best fits your needs.

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Most companies don't know what to do to systematically guide this new breed of consumer marketing advocates. But you can build a "program" that will enable you to access and develop a dialogue with these key influencers.

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Rejecting corporate games is risky, especially for marketers who need to be—and should be— team players. The author writes from many years of experience engineering scavenger hunts through Disneyland and cruise ships, directing countless silly videos and employee film fests, and choreographing send-up musicals, dance-a-thons and sing-alongs.

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Marketing team members, as well as services and sales employees, must work together like this season's football players to achieve company goals. Read on for excellent advice on how to work better as a team.

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