Harvard Business Review

NOVEMBER 23, 2011

Williams-Sonoma's interactive tools walk viewers through the right wines to pair with each course of a Thanksgiving meal, based on recipes they choose. For traditional direct marketers, the Customer Relationship Management aspect of this may at first sound familiar, but the multi-channel digital world brings new twists to the game.

Brand 15

Brand Retail Fashion Supply Chain 15

Harvard Business Review

OCTOBER 23, 2014

The answer, of course, is time. They had organized tradeshows, delivered direct marketing, generated leads, and provided useful customer insights – the basics of a successful marketing organization. What is the most common resource that’s always in short supply? This applies not only to your time, but to your team’s.

Team 9

Team Short-term Attrition Marketing 9

Harvard Business Review

SEPTEMBER 6, 2013

Of course, it''s a false dichotomy — you need both. As a direct marketer we have been good at customer intimacy. What is more important to company success, a strong external focus on customer experiences or an internal focus on effective and efficient operations? We know a lot about our customers.

Customer Intimacy 8

Customer Intimacy Operations Supply Chain Retail 8

Harvard Business Review

APRIL 29, 2011

If your competitor isn't really competing with your direct market, you can refer business to each other without anyone losing customers. Affiliate marketing might actually be one of the more effective (and easier) ways to partner with someone else in the industry. Cross endorsement.

Travel 15

Travel Chief Executive Officer Venture Funding Magazine 15

Harvard Business Review

JULY 24, 2015

Of course, the “forgotten treasure” boom can’t last forever; there are only so many relics you can pull out of the archives. Let’s face it: most publishers have very little to offer authors when it comes to direct marketing, because (unlike Amazon) they generally don’t have buyer data or their own lists.

Short-term 8

Short-term Long-term Audience Brand 8

Harvard Business Review

MAY 8, 2015

” Of course it’s also important to know colleagues who sit beneath you on the org chart, but peers and senior managers are typically “the ones who can pull you into interesting projects and open doors for you,” she says.

Reputation 8

Reputation Career Learning-by-Doing Committee 8

Harvard Business Review

JUNE 8, 2018

It is clear that the current VP of Marketing, Lindsey Worster, is committed to this principle, as she told me: “We are all about getting the right message, about the right product, at the right time to our customer — targeted, relevant, and authentic communication is our primary goal.” Data-Driven Marketing.

Retail 8

Retail Apparel Engineering Audience 8

Harvard Business Review

APRIL 19, 2017

In other words, business leaders have been dealing with the direct, market-based risks presented by major economic, technological, and demographic trends. Consumer goods are cheaper, of course. This wasn’t a matter of marketing alone. That strategy is, of course, not enough to fully immunize them from criticism.

Politics 11

Politics Supply Chain Offshoring Globalization 11