January
2002
With the economy in low gear and businesses cutting back on advertising, some marketers are trying to capitalize on the lack of clutter -- and bargain-basement prices -- by increasing their ad spending. But is this the right strategy? Here are some smart questions to ask before you invest your marketing dollars.
Customer bonds are a company's real equity, so companies should be cautious when making changes that may affect their customer relationships. Here are some strategies for determining if a new brand initiative will strengthen bonds -- or break them.
Too often, companies pour their limited training resources into propping up their worst sales performers -- with predictable results. Four key questions can help you determine if your company's sales training program is contributing to the bottom line and producing real results.