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Issue 23
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In Search of Marketing's Hard Edge
It is a truth almost universally acknowledged that marketing
is a vital contributor to corporate and broader economic success. Yet, in the
majority of large companies the influence, status and reputation of marketing
and marketers is limited. In this article, Peter Fisk introduces the first agenda
from the CIM Insights team.
Read the full article
Sustaining and Transferring Brands
Merlin Stone examines the different marketing and customer
services approaches to maintaining and extending brands and discusses the leadership
questions that must be asked about whether to use an established brand to offer
more for customers or to make more money for the business.
Read the full article
E-Newsletters - Devising and Revising
Dave Chaffey is back with the second part of his insights
into the 20 key questions that e-newsletter publishers must ask themselves if
they are to get into their customers 'must read' category and stay there; including
advice on timing, frequency, integration and tracking.
Read the full article
How
'Sensational' is Your Copy?
Have you noticed how bad copywriters
all tend to write in the same tone of voice? Everything is sensational,
amazing and wonderful… Financial services companies are the
worst. Not satisfied with 'raping' our letterboxes over the last 5 years and almost
single-handedly giving our business the junk mail tag, most of them continue to
produce staggeringly poor copy.
Read the full article
When Your Number's Up
The end of the UK's 192 directory enquiries service meant
BT was faced with a marketing challenge rarely encountered. Pip Frankish, General
Manager, Corporate Marketing & Communication, 3M UK, explains BT's tactics
in the face of fierce competition.
Read the full article
Competitor Analysis … Keeping Ahead of the Game
Few companies can survive without some basic knowledge
of their competitors, but relatively few small and medium sized enterprises invest
in a thorough analysis of their rivals. In this article, David Eaton looks at
how and why you should get hold of this valuable information.
Read the full article
Confidence - It's Time to Open the Bubbly!
You are the most important person in the world. You have
changed the lives of thousands of people. Some dramatically, some subtly; all
irreversibly. In this article, Jonathan Gabay provides an inspirational look at
the effect of the contact we have with others.
Read the full article
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