In Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers, the author explores the efforts five firms make to establish a market presence in China. Whether you're a Cadbury craver, and Godiva guy, or a Hershey hater, elements of this tale will ring true to any executive who's tried or intends to penetrate a new market.
In the Spotlight - Sales and Marketing
Insightful articles on how CEOs can address sales and marketing issues and opportunities within their organization.
Attracting Media Coverage 101
Are some firms media darlings? Do you have to hire a PR firm to score coverage for your company? These simple tips could increase your chances of landing the press you desire, whether you engage a professional or approach an outlet directly. Any techniques that have worked well (or poorly) for you in the past? Advice as to how to find out which journalists or periodicals should be your primary targets? Or what angles/types of pieces in which they're typically most interested?
Are You Being Held Hostage?
Have you ever been confronted by an employee who makes monetary or promotion demands and threatens to take clients if the requirements aren't met? This scenario is encountered all too often, but it's a preventable circumstance, if you know how to minimize the risks, say the authors of this brief article.
Free: The Best Price?
Will the weak economy move business models further from or closer to offering free services? How can firms make something out of nothing? Read full article
Ouija Board for Revenue?
Predictable revenue is the holy grail for many a CEO. Sales productivity expert Aaron Ross shares wisdom on how to build and manage a lead-generation machine for maximum top-line visibility. Read full post
The P Words: Marketing in a Downturn
Labels: Marketing
Marketing in a downturn--the pendulum and the paradox--these are the themes this Wharton professor emphasizes in this brief on how to do more with less. Interactivity and accountability are key for markeitng success, says this expert, in difficult times. Watch full video
More Praise for Free
Is your industry's business model shifting toward more-product/service for less money? Could it eventually go to zero? This Wharton prof argues that the price of products and the costs of production are increasingly separate matters--will this be a game-changing business model transition? Read full article
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