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Tom Nagle and John Hogan
Making Your Pricing Strategy Stick As any experienced marketer knows, developing strategy is one thing—managing the process to embed that strategy in the organization is quite another. All too frequently, companies make substantial investments in more effective pricing strategies and then fail to reap the expected return on that investment because they didn't sufficiently invest in implementation. The truth is that implementing effective pricing strategy involves changing the expectations and behaviors of all of the actors involved in the sales process. Successful implementation requires targeting specific undesirable behaviors and devising a detailed plan to change them. There are three main ways to affect these behavioral changes. Get the full story. Please note: This article is available to paid subscribers only. Get more information or sign up here. |
Gregory J. Pollack
Why You Should Elevate Partnership Brand Marketing to the Strategic Level The power of partnership brand marketing brings two companies and brands together—each with its own brand equity and its own distribution channel strength. Whether teaming a car manufacturer with a theme park to capture the family segment, pairing ketchup with home video or aligning toys with food, corporations are looking to create strategic alliances that tap areas in which they may not normally compete—providing incremental marketing exposure and ultimately gaining new customers. Many organizations often place partnership marketing under the promotions banner within the marketing mix; as a result, it can become more promotions-based and limited. partnership marketing programs, however, are much more strategic and expansive, and therefore, more than just promotions. Get the full story. |
Ruth P. Stevens
Ten Secrets of Success in Business Event Marketing Business marketers spend more than $20 billion annually on tradeshow marketing, and another $15 billion on proprietary corporate events, such as client conferences and road shows. But most business marketers are unclear about what value they are getting from their investment. The best value results from a combination of careful planning, dedication to measurement and—above all—a strategic focus. First and foremost, you must consider the fundamental principles that drive successful business event marketing—boiled down here to 10 essentials. Get the full story. |
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A Note to Readers Year-End Sale and Holiday Begifting
The marketing divas here at MarketingProfs are in a festive mood this time of year. Just in time for the holidays, they've crafted two special promotions for year-end saving and gift-giving. First off, today (Tuesday) kicks off a year-end sale on Premium and Premium Plus memberships. Now through the Feast of Epiphany (January 6), our line of Premium memberships is discounted 20%. That means that a $49.95 annual membership is about $10 less. You can buy a whole YEAR of marketing know-how for less than $40—that includes Premium content, seminars, benchmark studies and other sugarplums—and spend 2006 impressing your boss and your colleagues with your newly acquired knowledge. As my mother would have said, you can't afford not to buy it. Better yet, a MarketingProfs membership makes a thoughtful gift for a friend or colleague, client, friend or even that star student on your shopping list. And that 20% discount applies to gift memberships, too. Click here to get more information or to buy a gift for yourself or someone else. Happy holidays from all of us at MarketingProfs. Enjoy the season! Ann Handley
ann@marketingprofs.com
Chief Content Officer
MarketingProfs
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Matt Blumberg
In Your Business, Everyone's a Marketer Marketing used to be merely one of many disciplines—on an equal footing with sales, finance, HR, manufacturing, operations, engineering or product development. Some might even say some considered it a lesser discipline. Well, that's no longer true. Marketing is increasingly taking over our world—we as as organizations and as individuals. Get the full story. |
Lee Marc Stein
How to Score High on the B/S Index Before you release any communications to prospects or customers, gauge how your copy scores on the B/S Index. What is the B/S Index? It's not what you think it is—it's the Believability/Simpatico Index. There are five components to the Index. Get the full story. |
Wendy Gibson
The Most Overused Word in Technical Marketing As tech marketing experts, we have a responsibility to communicate what our product is and what it does—early, and often. If within our array of marketing material we can successfully explain what our product is, how it benefits the customer and answer questions regarding its features, we will differentiate ourselves from the competition and ultimately gain more sales. Here's a first step: avoid the nondescriptive "solution." Get the full story. |
Meryl K. Evans and Hank Stroll
Marketing Challenge: Warming Up Cold Calls In most of the US, the winter weather outside is frightful, but that's no reason for cold calls to feel the same way. Small business personnel typically do multiple jobs, and sometimes they get stuck doing something that's not comfortable, like cold calling. To address that marketing challenge, readers offer strategies for warming up those cold calls. Get the full story. |
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