Women on Business

JANUARY 17, 2011

The same principles apply to e-marketing: before rolling out a campaign to a large audience, test it on a small one. How does their e-marketing supplement their traditional marketing? Create a Benchmark Traditional direct marketing always uses a control piece as the benchmark, generally with an A/B split test.

Marketing 162

Marketing Press Release Direct Marketing Discount 162

Women on Business

JANUARY 15, 2011

Since then, I have had more and more discussions with my clients about their pricing strategies and being squeezed in this market. So I’ve spent some time exploring best practices and considering what we should recommend in this market. By Barbara Weaver Smith I first published this discussion six months ao.

Price 133

Price Press Release Discount PR 133

Harvard Business Review

MARCH 5, 2012

Where traditional companies push out messages and products, these companies pull customers in. Each has a different approach, but the result is the same: customer-initiated touchpoints between transactions, and the creation of value beyond just product. The most successful companies in business today have something in common.

Brand 13

Brand Customer Loyalty Marketing Mix Media 13

Harvard Business Review

AUGUST 14, 2012

Segmentation is a powerful tool, but it only works if you have the ability to treat different customers differently — and many consumer products and services companies don't (at least if they are honest with themselves). Marketing mix portfolio modeling. Perhaps the same list will be useful to you.

Objective 11

Objective Attrition Workshop Retail 11

Harvard Business Review

AUGUST 21, 2014

Their economics greatly resemble those of mail order catalogs—in fact, many e-commerce businesses continue to use catalogs in their marketing mix—and they aren’t all favorable. E-commerce companies ship to customers from large, expensive, highly productive fulfillment centers. (A All show similar trends.

Retail 8

Retail Price Forrester Merchandising 8

Harvard Business Review

MARCH 29, 2013

With increasing heterogeneity in every market and global exposure just one tweet away, all brands, even local ones, must begin to think globally or suffer the consequences. Though the ad never aired in China, the use of Gere, a pro-Tibet activist, outraged Chinese consumers and caused Fiat to lose traction in the booming Chinese auto market.

Advertising 8

Advertising Glocalization Globalization Brand 8

Harvard Business Review

OCTOBER 10, 2014

Marketers often distinguish between paid, earned, and owned media. We can see how content, community, and context come together in the owned media strategies of today’s most innovative marketers. RFID technology in the lift tickets track the locations of skiers and their friends on the mountain, and their times on the various runs.

Media 8

Media B2B Disintermediation Content 8