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How To Know If Your Marketing Is Working
Measuring marketing ROI starts by asking the right question. If a tree falls in a forest and no one is around to hear it, does it make a sound? Philosophers, scientists, and everyday people have pondered this riddle for centuries. My head hurts just thinking about it.
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Thinking Strategically Is Easier Said Than Done
A simple guide to marketing goals, strategies, and tactics. There’s a scene in the Princess Bride where Fezzik (played by Andre the Giant) has the swordsman Inigo Montoya and Sicilian criminal mastermind Vizzini harnessed to him while climbing a rope several hundred feet up to the top of the Cliffs ...
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Why B2B Companies Need a Written Marketing Communications Plan
What gets written down gets done. A 1979 Harvard study on goal setting asked their MBA graduating class if they had clear, written goals for their futures, as well as if they had made specific plans to transform their fantasies into realities.
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Why You Should Stop Advertising Hourly Rates in Job Postings
Key Takeaways The “Race to the Bottom”: Leading your recruitment ads with an hourly rate turns hiring into an unwinnable bidding war against larger competitors. Culture Over Compensation: Data shows that job seekers—especially Millennials—often value company culture, employee well-being, and transparency more than a high starting wage. Sell Your Employer ...
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Southwest’s ‘Why’ Fail
How Southwest Airlines forgot about its higher purpose at a critical time. It sucks when a brand you love lets you down. It’s like when you find out an athlete you’ve rooted for all your life cheated. You feel like a schmuck for saying how great they were. That’s what ...
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Marketing Lessons From King Gillette
What modern marketers can learn from Gillette’s business model. My Polish/Czechoslovakian genes didn’t bless me with an overabundance of facial hair. Although I’m not going to challenge Grizzly Adams at The World Beard and Moustache Championships, I do require razors to shave my beard on a regular basis. I stopped ...
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