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Marketing & Sales

How to Deliver Superior Customer Service

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Customer service is a crucial part of your business, and one that deserves your attention and your money -- you are trying to build a life-long customer relationship. Here are four focus areas to help you achieve your customer service goals.

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Is Your Company Missing the Boat on Pricing Opportunities?

A recent survey shows that most companies are timid when it comes to price increases. But, by shifting policy to optimized pricing, companies can shift the battle to where their strengths lie -- in their ability to deliver unique benefits. All indications are that price optimization is invaluable, and helps prevent a brand from becoming a commodity.

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Shareholders Push for “Triple Bottom Line”

Shareholder expectations have evolved, and they're not just focused on profits. According to an Ernst & Young report, in 2010 most shareholder proposals were resolutions focused on social and environmental issues. And shareholder support of these proposals has increased nine-fold since 2005.

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CMOs: Good to Great

What attributes make a great, rather than merely good, CMO? Egon Zehnder International, a global leader in the recruitment and appraisal of senior management executives, has conducted over 25,000 assessments of senior marketers to answer that question. It turns out that there are two key attributes have the highest impact on outstanding CMO performance: orientation towards results and change leadership. ...

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Where Do CMOs Come From?

What’s the career path for the typical CMO? If you think being a wizard at brand management, developing memorable ad campaigns or making a splash with social media is the predictable path, think again. According to a study conducted by executive search consultant and career expert Kathryn Ullrich, only 34 percent of CMOs and VPs of marketing arrive at the ...

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Do’s and Don’ts from a Disgruntled CMO

We received a call from a very frustrated executive currently working as CMO of a large company in the Midwest. His main frustration is with a founder CEO who, having been responsible for marketing early in his career, insists on micromanaging marketing. This CMO has been on the job less than two years and is already ready to jump ship. ...

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The Marketing Revolution: What Does the Future Look Like?

There are now so many nuanced ways to reach and interact with your audience that every company’s strategy is going to be different. Some have found success with good, old-fashioned television commercials. And others have found that despite interest in word-of-mouth marketing and viral videos, conversions really take place within one degree of the original marketing. So, is marketing undergoing a change so profound that it can be compared to the Industrial Revolution?

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3 Ways to Avoid Your Own Netflix Pricing Fiasco

Earlier this week when Netflix announced a price increase of up to 60%, the uproar from customers was widespread and vitriolic. What Netflix forgot is that pricing is actually a function of marketing. Like most pricing fiascos, the problem was not the actual price increase; it was in the communication about the change. Pricing is too often thought of as marketing only after the backlash happens.

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