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Mitch McCasland is an expert in brand strategy. He has worked with the big guns--Proctor & Gamble, Dr. Pepper/Seven-Up, and Verizon/GTE. Here, he tells how account planning techniques can benefit the way web sites are designed.

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Lest you naively launch an effort to understand every detail of e-tailing, Lauren Freedman will quickly remind you: “Shopping is not and never will be a science.”

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In the first of this three-part series, Partner defines viral marketing and tells why you should consider it. In her view, email is the ideal viral marketing tool.

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Most recently, the art of serial storytelling has taken root in TV -- where we tune in to The Sopranos or Six Feet Under each week to watch the story unfold. There are some valuable lessons in the art form that can also apply to email marketing.

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Products fail. Especially technology-based products. We marketers need to understand how customers deal with product failures, to be sure they are happy and satisfied even when the unthinkable happens.

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Forget the spin and Dilbert-speak. What does it *really* mean to "value-add"? How do you define value? How do you know if you're successfully adding it? And what do you do to response to the values that are changing and/or migrating?

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Listen up, all you direct marketers now relying on email to deliver your messages. As with any campaign, you need to plan carefully and adhere to best practices.

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Companies that do well during an economic crisis are proactive, not reactive. They seek out new opportunities and respond quickly to changes in the marketplace. Here are five recession-proof tips to use in your global marketing effort.

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In the first half of this two-part series, the author examined what has changed in the realm of technology spending, and studied factors that motivate different companies to buy during depressed economic cycles. In this final installment, find out how to exploit these motivators to pry dollars out of tight wallets.

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In the introduction to "Business: The Ultimate Resource," author Daniel Goleman makes the case for including "business intelligence" among other forms of intelligence that are now studied, ranging from Howard Gardner's breakdown to the work that Goleman furthered in emotional intelligence. How does business intelligence differ from other identified intelligences?

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Previously, the author talked about everything you always wanted to now about securing customer testimonials. But once you have them in hand, it’s what you do with them that really counts.

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our email marketing messages are competing with every other message appearing in a customer's inbox. Here’s a simple test to see if your message will get the mindshare it needs.

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From the Olympic Games, to the London Symphony Orchestra, to local dog shows... there seems to be no limit to what companies can sponsor in an effort to build their brand. The real challenge executives face is to devise sponsorship strategies that are on-target, cost-effective and (most crucial) do the job of supporting the organization’s brand strategy.

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echnology will get you only so far these days. Responsiveness gets you further. When a customer e-mails you, get back to them. Immediately. Now. Pronto. Drop everything.

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Perhaps you have experienced it…that dreaded call from your boss (or worse yet, your boss’s boss) standing in the doorway holding the latest issue of The New York Times, EE Times or Industry Times with a scowl on his or her face. You are not in it. But your competitors are. And your butt is suddenly on the line.

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Here's the secret recipe for a case study that packs a punch but is digestible enough to appeal to an online reader.

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Here’s the thing about the RIGHT small agency – it can get your work done, it can think big, and it can deliver improved ROI or reduced acquisition cost. At least...that's the opinion of some.

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There was a bit of disconnect between what was happening on the vendor floor and what was happening at the podium at the CRM Expo in NYC last month.

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One of the most powerful tools in your marketing arsenal is a good old-fashioned customer testimonial or two. Here's how to convince your customers to toot your horn for you.

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If you’re looking to advise people in Web commerce today, it’s best to look where money is being made. There is such a niche, a niche that has transformed its industry just as the Web promised it would. That niche is travel.