Knowledge Base - Marketing Management
Why The Bad Economy Is Good For You
The economy is getting bad, they tell you. The economy is getting worse, they tell you. The implosion is about to come, they tell you.
Why The Bad Economy Is Good For You
Where Have All the Employees Gone?
Google has it right with an incredible cuture. Did you know they get 1300 job applications every day!
Where Have All the Employees Gone?
Today We Will Have Advocates
You cannot write advocacy into a job description or achieve it by writing a memo to everyone.
Today We Will Have Advocates
Galvanising your internal advocates for campaign success
A company's employees should be its biggest advocates; after all, nobody knows (or at least should know) more about a business than they do.
Galvanising your internal advocates for campaign success
Employee Loyalty in the Modern World
Keeping good staff can improve both the customer experience and attract new employees to the business.
Employee Loyalty in the Modern World
Goalsetting is the Bottom Line!
Most companies get by with a mere 75% engagement from their staff. Imagine what 25% more gusto would do for your business.
Goalsetting is the Bottom Line!
Employee Loyalty in the Modern World
The current skills shortage is now one of the biggest factors affecting businesses not just in Australia, but globally - creating a highly competitive marketplace for talent, making it harder for businesses to not only recruit staff, but to retain their best staff.
Employee Loyalty in the Modern World
The Young and the Restless
The Young and the Restless
Small Business Expo – this year’s biggest marketing opportunity
The SBE offers an unparalleled opportunity for exhibitors to interact with their tgarget market and for attendees to see the friendly side of business in person.
Small Business Expo – this year’s biggest marketing opportunity
Marketing Challenge: Is It Time to Move Into Mobile Marketing?
According to several email newsletter marketing studies, over half of respondents don't plan to add mobile marketing to their marketing strategies soon. However, one-third of them say they're keeping their eye on mobile marketing.
Marketing Challenge: Is It Time to Move Into Mobile Marketing?
What The Second Law Of Physics Has To Do With Your Success
You often wonder why you can't get things done and why success seems to be a little late in coming. There's a precise reason that has something to do with you zzzzzzzzzzzing in the physics class.
What The Second Law Of Physics Has To Do With Your Success
Humor in Marketing: Six Serious Tips
Have you heard the one about humor in marketing communications?
Humor in Marketing: Six Serious Tips
Clearing the Clutter—How Busy Marketers Can Get Things Done
Do you have multiple action lists running concurrently in your brain? Or great ideas buried within files, folders, emails, Post-It notes, and to-do lists? If that sounds like you, join the club!
Clearing the Clutter—How Busy Marketers Can Get Things Done
Information with a purpose
Do you ever feel that you are drowning in data? We live in the information age, but in a business context it tends to feel like a triumph of quantity over quality.
Information with a purpose
Jumping Industries Midstream in a Marketing Career
How does one make the right change in her marketing career? Looking back, I have some advice to share. I believe it all starts with the first interview, when the essential questions must be asked:
Jumping Industries Midstream in a Marketing Career
To Innovate—Break a Rule
Yes, OK! We need to innovate. But how?
To Innovate—Break a Rule
The 10 Biggest Mistakes Marketers Make—No. 3: Failing to Speak the Language of Business
Learning to speak the language of business takes practice but the results you'll get—including winning funding for important marketing efforts will be well worth the effort.
The 10 Biggest Mistakes Marketers Make—No. 3: Failing to Speak the Language of Business
Retail Pricing Strategies: their impact on customer loyalty
Pricing strategy is a key feature of any business - it plays a key role in customers' perceptions of any business. Here we explore all the main options, and how they impact customer loyalty...
Retail Pricing Strategies: their impact on customer loyalty
Are You a Candidate for 'Stressed-Out' Marketing?
It is the beginning of the fiscal year, and the marketing budget is fully funded. Giddy with delight, you begin diligently signing contracts and distributing spend for marketing investments throughout the year.
Are You a Candidate for 'Stressed-Out' Marketing?
Managing Marketing Burnout
Today's marketers are being stretched beyond their limits.
Managing Marketing Burnout
The Pitfalls of Leadership
Leadership is being championed as a panacea—or an excuse to ignore the question of how to build products customers are willing to pay for.
The Pitfalls of Leadership
Marketing Operations: Solving Marketing's Seven Deadly Sins
Busy corporate marketing groups can be so focused on tactics and fire-fighting that they jeopardize their marketing investment.
Marketing Operations: Solving Marketing's Seven Deadly Sins
Direct Marketing delivers results - but only if you know the secrets
Direct marketing can deliver fantastic results - we've all seen it happen - but what are the secrets of its success? Loyalty Matrix explains it in 4 easy steps, and 2 case studies...
Direct Marketing delivers results - but only if you know the secrets
Four Steps to Winning the Budget Battle With Your CFO
You worked hard on developing your strategy and designing great creative. Now you have to go to the CFO and get his approval to start rolling it out.
Four Steps to Winning the Budget Battle With Your CFO
Managing Your Marketing Career: Eliminating the F-Word
When it comes to succeeding in today's competitive marketplace, "fine" is just as vulgar and undesirable as the other four-letter word that begins with F.
Managing Your Marketing Career: Eliminating the F-Word
Successful Goal Setting Tips
Always have some goals that are easy to reach. Simple goals and short-term goals will motivate you as you achieve them and keep you headed toward larger goals.
Successful Goal Setting Tips
Don't Contracts Count Any More?
Don't Contracts Count Any More?
A Manifesto for Marketing
What ails the profession and how to fix it.
A Manifesto for Marketing
So much to do, so little time
Maybe you've got the equation wrong-side up!
So much to do, so little time
Marketing: Underrated, Undervalued and Unimportant?
While most executives contend they need marketing, few are able to articulate why, and many have no way of knowing what kind of value the function generates. They regard it as a necessary evil.
Marketing: Underrated, Undervalued and Unimportant?
The CEO as Chief Expectations Officer
Trying to juggle all expectations with existing resources is not an option available.
The CEO as Chief Expectations Officer
For whose sins?
When something goes awry at a company, it can be easier to blame the marketing department - and particularly the chief marketer - than to look for the deeper problems that may exist.
For whose sins?
Are You a Believer?
It's not absolutely necessary that you use it yourself, but you have to believe in its unique competitive advantages, its integrity and its ability to deliver real and important benefits for the prospective customer.
Are You a Believer?
Five Ways to Achieve Better Forecasts
Consistently good forecasting isn't a mathematical exercise performed at regular intervals (e.g., quarterly) as much as it's an ongoing process of gathering and evaluating dozens or hundreds of points of information into a decision framework.
Five Ways to Achieve Better Forecasts
Marketing's age concern
Marketing is the domain of the young and vibrant, where the over-40s don't fit in. But this must change.
Marketing's age concern
Marketer, Know Thyself
Approaches that can be taken to capture key marketing expectations without raising red flags or getting mired in unproductive gripe sessions.
Marketer, Know Thyself
Five Reasons Women Are Naturals At Going Global
Women are starting businesses at twice the rate of men and becoming a major force both in the traditional and the new global eBusiness marketplace.
Five Reasons Women Are Naturals At Going Global
Clear, Compliant & Specific: How to Cut Your Incoming email by 40%
Timely advice on taming information overload within your organisation and then doing the same for your customers.
Clear, Compliant & Specific: How to Cut Your Incoming email by 40%
Making Marketing Matter to the CEO (Part 3)
My work with different types of organizations and interviews with highly successful executives have taught me that it's an ongoing battle with most CEOs to achieve the recognition and status that we know marketing deserves.
Making Marketing Matter to the CEO (Part 3)
Making Marketing Matter to the CEO (Part 2)
CEOs demand results. That's clear. However, it is not always clear just what results the CEO wants from marketing and how we should direct our efforts to produce those desired results.
Making Marketing Matter to the CEO (Part 2)
Making Marketing Matter to the CEO (Part 1)
If the CEO is the most important of our internal targets, how can we build the internal brand for the marketing function that reaches the top?
Making Marketing Matter to the CEO (Part 1)
Seven Reasons Service People Fail
Ron Zemke offers seven reasons people at the front line fail to perform.
Seven Reasons Service People Fail
Making marketers welcome at the board table
The value of having marketers represented in boardroom discussions.
Making marketers welcome at the board table
Account Management and Motherhood: Joined at the hip
Next time someone asks, 'What's an Account Manager?" You'll have the answer in one word: Motherhood.
Account Management and Motherhood: Joined at the hip
Life Coaching - Your Formula for Success!
Top business and sports performers/teams achieve their goals with the assistance of a coach. Why shouldn't you have a personal coach to help you achieve your business, career and life goals?
Life Coaching - Your Formula for Success!
The Feminisation of Marketing
Why is it that Certificate of Direct Marketing classes are dominated by women? Could it be that the blokes are so good at their jobs that they don't need any further upskilling? Decide for yourself.
The Feminisation of Marketing
The Importance of Coaching
Claire Young outlines the 5 stages of coaching and highlights the far-reaching repercussions of ignoring this vital management tool.
The Importance of Coaching
The Brain Gain and its Consequences
The influx of intellectual capital returning home post September 11 poses issues to the Australasian marketing industry.
The Brain Gain and its Consequences
Six Ways to Slow Down Smart
How do people accustomed to life in the fast lane handle slower times - and prepare for the next cycle of growth? Grab a cup of decaf and read through this advice.
Six Ways to Slow Down Smart