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My last article clarified the economics and effectiveness of advertising in raising brand awareness and familiarity. Because small businesses often initially limit…
More A business school professor enters the classroom on the first day and asks the class: “What is NBC in the business of…
More The best practices in marketing hi-tech new-ventures more closely resemble that of a targeted portfolio management than that of a general portfolio…
More In the second article of this series, we explored a model to show the value of trade shows. While our model demonstrated…
More Trade Shows are costly marketing efforts. They take sales people out of the field and restrict them to an 8X10 piece of…
More Trade Shows, Booth Duty, Event Calendar. Why do we do this? Where is the bang for the buck? If we are to…
More According to Frederick Webster of Tuck School of Business, marketing is charged with three distinct areas of responsibility: (1) communicate to the…
More When firms want to escape hand-to-mouth business and enter a somewhat predictable high-growth market, business leaders have to change from opportunism and…
More When company names appear in my column, I have noticed a trend of corporate officers contacting me to ask how I learned…
More It seems to be a dominant philosophy among many managers that the mark of a great sales person is the size of…
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