Marketing & Sales

Magazine articles on marketing, advertising, and sales.

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Knowledge@Wharton	What's In a Name? Not Much Without a Branding Strategy The success of a corporate name (like Verizon, Agere, Accenture or Monday) is much more a function of the implementation of the branding strategy than of the name itself, say experts.
Fast Company August 2002 Fara Warner	Nike's Women's Movement Can a famously high-testosterone company, built on brash ads and male athletic fantasies, finally click with female customers? That's the challenge behind Nike Goddess, whose goal is a once-and-for-all shift in how the company sells to, designs for, and communicates with women.
Inc. July 1, 2002 Norm Brodsky	Firing Customers The idea of firing customers might sound like a sacrilege. But when they abuse your employees, refuse to pay their bills, and generally take advantage of your business, you're probably better off without them.
CIO June 15, 2002 Mohanbir Sawhney	Profit from Transparency Should your customers compare prices, post opinions and pit you against your competitors? Absolutely.
Entrepreneur July 2002 Kimberly L. McCall	Hold It, Buddy! What to do when your best sales rep flies the coop and tries to take your clients along for the ride.
Fast Company July 2002 John Ellis	Yahoo Kisses It All Good-bye The secret of Yahoo's original success was that it committed itself to standing shoulder to shoulder with its customers. So what made the company turn its back on them?
Knowledge@Wharton	Martha Inc.: The Making (and Marketing) of a Domestic Diva "Martha Inc. - The Incredible Story of Martha Stewart Living Omnimedia," is the story of a poor girl who doesn't just make good, she makes a cool billion in 1999 when her media empire goes public on the New York Stock Exchange.
CIO June 1, 2002	Dear CIO: Put on Your Sales Hat Salespeople are paid to craft innovative ways to sell. But what about the CIO? How good a salesperson are you?
Entrepreneur June 2002 Chris Penttila	That's Not Cool Your brand has left the list of must-haves and is headed toward the list of things people wouldn't be caught dead with. How do you turn it around?
CIO May 1, 2002 Jerry Gregoire	The Hardest Job in IT A person could get shot for saying this, but chief information officer is not the hardest job in information technology. Technology sales is harder...
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