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oyalties can represent only a fraction of the value that is created by a thoughtful, carefully executed licensing program.

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There are lots of well-crafted, wide-ranging, all-inclusive marketing definitions. But none captures the true essence of marketing better than these hand-picked six words.

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Consumers buy when they trust in something they perceive enhances their lives and comes from a credible source. Getting their attention long enough to demonstrate this value is key.

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When you need to write ads or promotional text, here are some tips that will help you develop a concept and message that work.

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This week, the SWOT Team answers: How do you get around a CEO who's a roadblock to marketing? Read its best advice.

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t is now almost unheard of to find a consulting, technology or professional service business that does not have a Web presence. But if you build it, will people come?

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In today’s unpredictable world, big businesses can no longer afford to shelter the steadfast and specialists. Big businesses and their employees must learn to "island-hop" to remain competitive.

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Today’s business environment is difficult at best. As sales cycles become longer and the competition gets stiffer, businesses are looking for the proverbial “silver bullet.”

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im advocates the “Try It, Measure It, Tweak It” method of Web site design. The idea is simple and can have a profound impact on the success of your site.

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One Web site is giving you a 30% discount compared with another site. Yet you end up buying the product at the higher price. Now why on earth would you do something as irrational as that?

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ontent should be the channel through which knowledge is formalized and communicated. Increasingly, content is becoming the problem. What to do? Let’s take our heads out of the sand, for starters.

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Here's how to you get your announcements into the broadest range of publications that reach your target audience.

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Are you working for a nonprofit or promoting a social cause? Many of the for-profit rules about marketing strategy apply there, too.

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Here's your chance to see what your colleagues advise James to do about his brand's erosian at the hands of spam. Also, give your own two cents to Joan, who complains, "Help! My CEO is a roadblock!"

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It’s axiomatic that businesses want to increase their top line (revenue) or decrease their middle line (expenses), often at the same time. The million-dollar question is how to do it.

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Here are a number ways email list managers can avoid spam complaints.

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n part one, we looked at the problems many of you face with your Web analysis and reporting. This week, we offer some solutions.

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Increasingly, a company’s branding success depends less on what they sell, and more on how they sell it. In a highly competitive market, with near parity products and barely discernible branding campaigns, sales channel effectiveness is the new key to branding success.

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Issues inherent in Web data analysis make it difficult to get accurate, insightful data. Here are five ways your data can be skewed by the very technology you seek to leverage.

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Learning mail order advertising techniques is one of the most important sales and marketing skills you can obtain. Here are eight tips to start you off on the right track.