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Although Mark Hyman, M.D, the New York Times best selling author and practicing physician, had a strong, multi-faceted marketing and sales plan in place, the addition of an article-marketing strategy helped in his bid to push his book to the no. 2 spot of the NY Times best seller list. Dr. Hyman's article-marketing campaign was only one piece of the puzzle, but an important piece that helped him establish key relationships with site publishers that will result in increased, targeted traffic and stronger sales for many months and years to come. By including a targeted article marketing program into your marketing and sales plan, you can also achieve book-marketing success.

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This week: Many businesses have succeeded in selling products online in the form of e-books, e-reports and other downloadable content. Of course, it's not as simple as posting the product on your Web site and hoping buyers will come. The challenge comes in getting potential customers to your site in the first place.

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The Starbucks Coffee marketing research department is kept busy providing oodles and oodles of insights into the Starbucks brand through yearly brand audits. And take it from this former long-time Starbucks marketer, the company learns a lot from these studies. However, when it comes to measuring and managing the Starbucks brand on a daily basis, the Starbucks marketing department generally relies on a much simpler method—a brand checkbook.

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Do members of your company's executive team—along with your peers throughout the organization—see the connection between marketing and the cash flowing into your company's coffers? If not, they probably view you as merely a tactical tool (brochure writer, a trade-show participant, Web site "put-it-upper"), not a true strategic partner. And they likely underutilize marketing. To deliver maximum value for your firm, you'll need to correct their misperceptions of marketing's value. How? Avoid the 10 biggest mistakes marketers make.

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Some of the most recent cultural touch points—groups riding the underground buzz on YouTube; MySpace selling music from indie bands; and the skinny jeans fashion trend—show a new market code at work. The young, tech-savvy members of a new generation of consumers are rewriting the rules and changing how everyone will do business. In fact, there are 10 cravings that are driving this renegade new group. Part one explored the first five cravings. Here is the last five, as well as two critical principles to understand about the so-called Connected Generation.

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Whether you are working on a personal branding campaign or you're focused on differentiating your company's brand from its competitors, you need to constantly ask yourself if your brand is demonstrating the 10 Cs of branding.

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The marketing times, they certainly are a-changin'. So how does it feel? To be on your own? With no direction home? Like a complete unknown? Like a rolling stone? How does it feel to have consumers in charge of what, how, and when they watch, read, listen, and click? So what's a marketer to do in this chaotic environment of abundant products and services, fast-flying consumers, and a rapidly changing landscape?

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B2B marketers who are recognizing the limitations of today's email-marketing and Web-analytics applications for generating qualified sales leads are switching to lead-generation solutions to ensure a continuous stream of qualified leads. Keep these five points in mind to ensure that you make a purchase that meets the needs of your company.

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For many sales professionals, prospecting or qualifying is the least favorite aspect of their job. Often, in the rush to dig into a new account and make a new sale, only a cursory attempt is made at qualifying, and the salesperson ends up spending time with the wrong people. In this era of hyper-competition and limited resources, how can sales professionals qualify and select the right prospects with whom to spend their valuable time?

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As a competent, well-prepared media spokesperson, you will earn the respect of the reporters while positioning yourself as a thought leader and elevating your company's position in the marketplace.

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The value of creating passionate users is becoming clear to brands wishing to thrive in the "experience economy." Provide an experience that is useful, usable, desirable, and differentiated... and you will create demand for your brand and delight your customers. This article is not about just visual design. As designers of digital experiences, what are we doing to develop compassion toward the users we are designing for?

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Baby Boomers may still hold the purse strings, but a new generation of savvy 18- to 40-year-olds are changing the way all of us do business. It doesn't matter whether you're a rock band, a fashion designer, a nonprofit organization, or a sporting goods outlet, you and your team need to understand what makes this new generation tick.

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Referrals are one of the most effective ways to gain business. But what's the best vehicle....in-person conversations, email newsletters, blogs, articles?

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People have long conducted market research. Not with fancy focus groups or complicated conjoint analysis, but just by asking questions and listening to the answers. Using this art of listening is so crucial to the success of your company's marketing, that to deny it is to invite failure. Follow along as we show you how to use marketing research to funnel knowledge into your marketing programs.

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Traffic is good, but ultimately it's all about conversion.

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If people pay attention to what interests them and ignore everything else, how can you break through the clutter with a message that people care about? All you have to do is press your customers' hot buttons.

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The most important areas of marketing are the three Ps: positioning, presentation and panache.