Knowledge
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Best Practices in Academic Marketing
By: Michael Aaron | 12.17.2007Online marketing is becoming an increasingly popular method for marketing higher education programs. However, as more and more schools have...
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Know Your Marketing Measurables
By: Yvonne Tocquigny | 11.22.2007Too often, marketers simply do not know if one tactic works better than another. They have no idea whether putting more resources toward...
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People, Process, and Technology
By: Luke Bone | 11.14.2006Even though many organizations are aware of the measurement concept and its benefits, they are still struggling with how to practically...
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Database Marketing Strategy Implementation — Steps to Success
By: S. Craft | 10.27.2006There is a tendency to view the actual database as the most important part of a database marketing strategy. It isn't. In truth, the successful...
- ImageThe Power of Six Sigma and MarketingBy: Renee Brandon | 08.08.2006
Six Sigma can provide a framework to address some of the fundamental disconnects between marketing and other divisions within the organization...
- ImageFocus on the Right E-Marketing Metrics 08.01.2006
When marketers use unfocused data to drive their e-marketing initiatives, they do a disservice to their clients' goals. Data needs to be...
- ImageThe Metrics “Beat” 07.27.2006
Metrics reporting needs to tell the same succinct story that journalists are trained to tell: who, what, when, where and why.
- ImageWhy Marketing Has Lost Its Clout and What It Can Do to Get It Back 11.21.2005
The era of trust-me marketing is over. Marketers must show a clear link between marketing dollars spent and shareholder value added.
- ImageThe Importance of Measuring Brand Value and Brand Equity 11.11.2005
Quantifying and managing brand equity elements using a customized measurement model is critical in transferring value from the customer...
- ImageSix Sigma Marketing - The Quest for QualityBy: Yvonne Tocquigny | 11.02.2005
Marketing departments are finding that if they don't take steps to measure their results and create greater efficiencies, the finance group...