You have a finite amount of marketing dollars to spend, and an almost infinite number of ways to spend them. How much should I earmark for word-of-mouth to existing customers versus WOM to non-customers? Which products do I highlight in a catalog, and whom do I send...
As people continue to pinch pennies in a slowing economy, how does the seller of upscale products and services convince them to buy items that are impractical Hummer, unnecessary Amazon rain forest excursion, or expensively luxurious Lobster of the Month Club? The answer is simple. Lay...
On the heels of Apple's announcement of a $199 iPhone and the company's continuing surge, it's instructive to recall that CEO Steve Jobs isn't always right. Enter the year 2001 into your Apple Time Machine to a period when the company was recording a $195 million loss...
Following the historic 9 percent run up in oil futures June 6, expect your customers to be more concerned than ever about prices. But it's not just customers you have to worry about -- you need to be thinking right now about how to manage your business through the deepening...
The Olympic Games present billions of dollars worth of marketing opportunities, but the controversies over this year's host, China, have the potential to make some advertisers wonder if the risk is worth the reward. So far, however, there have been few, if any, high-profile companies pulling...
An economic downturn is a great time to go after competitors, who likely will be retrenching rather than advancing. But you need two things before loading up. First, your financials must be in order, including a healthy balance sheet, cash, and little debt. Second, pick the right...
The middle market is that great area where customers on the low end of the income scale aspire to shop, and where high-end spenders fear to fall. Think Sears, T.J. Maxx, and Applebee's as prototype mid-market players. Harvard Business School marketing professor John Quelch thinks the middle...
Under the intriguing title Are Your Prices High Enough? Harvard Business Review senior editor Bronwyn Fryer blogs on the idea that people's expectations about a product influence how they ultimately respond to it. Put two unmarked but identical bottles of wine before your friends. Tell them the...
In recession times, we spend less. We think long and hard before we turn over a sheckel. So is advertising less effective when times are tough? Are different messages to consumers called for? Forrester Research Vice President Josh Bernoff knows one thing. In a recession, traditional "shout"...
Stephen Bishop, a global lead of Design for Sustainability at design consultant IDEO, has written a thoughtful and thought-provoking column on marketing green products to green consumers. In essence, he says, forget about it. What? Not market a new product to the most logical...
If the US electoral process was a consumer product, it would be a dreary failure. It results in a citizenry that is cynical about politics, distrustful of candidates, and apathetic on voting day. No wonder we form stronger ties to the brands we love than the candidates we vote for....
You've likely heard of the Customer Lifetime Value calculation, or CLV. Run your actual and projected costs in attracting and keeping a customer over a fixed time period and compare those expenses to the sales said customer is expected to produce. The result is a number called Net Present Value....
Remember when marketers were about to enter The Golden Age of Digital Interactivity? Using technology to tap into rich profiling data, sellers would be able to implant highly targeted messages deep into the core of the online consumer and extract a purchase before the unsuspecting sap new what hit him....
Just as the Olympic athletes prepare for their performances at the Beijing Olympics, advertisers and sponsors are also nervously anticipating how they will perform with billions of media viewers tuning in. In a Harvard Business Publishing blog, HBS professor emeritus Stephen Greyser outlines what he calls "the...
In the world of online "fast media", having a marketing background only gets in the way of effective advertising. So writes Jeff Stibel, entrepreneur and brain scientist, on Harvard Business Publishing. "With the ability to track changes in real-time, you no longer need to think through...
My recent post Is a Marketing Background Useless on the Web? received articulate and heated discussion from people obviously in the business. Many of the responders agreed that a marketing background provides basic fundamental skills that apply across a range of media, including the Web, and that cross-discipline teams can...
My recent post Executing Strategy with the Balanced Scorecard generated a number of thoughtful comments from both users and critics of Robert Kaplan and David Norton's Balanced Scorecard BSC approach to management. To see the BSC in action, read Norton's new post on Harvard Business Publishing, Strategy...
Managers need to learn skills and strategies for downsizing as well as building. There is a right way to take apart an organization. The wrong way was used by Home Depot's former CEO Bob Nardelli, according to Columbia Business School professor Rita McGrath on her blog post...
Long-tail theorists tell us we can sell more product over time by serving many niche markets aided by the Internet, rather than relying on constant development of mass market big hits. And to that Harvard Business School marketing professor John Quelch says, give me a blockbuster anytime. When...
ABILENE4580. The Grace Museum102 Cypress St 79601(915) 673-4587, fax (915) 675-5993Tue-Wed, Fri-Sat 10-5, Thu 10-8:30, Sun 1-5Dir: Judy Godfrey/Laura Lee UtzExhibits of internationally known artists. Texasand American regionalist paintings and prints;modern works on paper; exhibitions ofcontemporary art and history focusing onAbilene, the Texas and Pacific Railway, regionalmatters. Children's museum exhibits....
Articles 1999-01-01
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