| 1. |
Vertical Marketing--What Is A Vertical? ( Pages)
by Olin Thompson
Dec 9, 2004
Abstract : What is vertical marketing? Vertical marketing is product and promotion efforts targeted at specific industries. Many benefits are derived from vertical marketing. These include messages that are better received, credibility, marketing budgets that go farther, less competition, etc. A common mistake is the failure to understand the verticals you choose to target. The definition of a vertical is not what the vendor thinks; it is what the prospects think.
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| 2. |
Marketing Automation: Coming of Age Slowly ( Pages)
by P.J. Jakovljevic
May 15, 2004
Abstract : Marketing is possibly the only remaining major business function yet to revise its core processes to take advantage of IT that can cut time, costs, and improve the quality of its operation. Nevertheless with marketing automation there are huge untapped opportunities for business improvement, given marketing has a unique vantage point in any enterprise to understand the customer needs, buying behavior, and value perception.
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| 3. |
Marketing Automation: Coming of Age Slowly (5 Pages)
by P.J. Jakovljevic
Jun 20, 2003
Abstract : Marketing is possibly the only remaining major business function yet to revise its core processes to take advantage of IT that can cut time, costs, and improve the quality of its operation. Nevertheless with marketing automation there are huge untapped opportunities for business improvement, given marketing has a unique vantage point in any enterprise to understand the customer needs, buying behavior, and value perception.
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| 4. |
A Positioning Process Helps Product Marketing Managers Do More ( Pages)
by Lawson Abinanti
Feb 12, 2007
Abstract : Because product marketing managers constantly juggle competing priorities, companies should consider implementing a formal positioning process as a way of cloning their product marketing managers. Rationale documents and message strategies become vehicles that transfer product knowledge to marketing and sales.
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| 5. |
The Seven Deadly Sins of Software Marketing ( Pages)
by Joseph J. Strub
Jul 9, 2007
Abstract : Huge amounts of money are spent on marketing collateral—you need to ensure that you get your money's worth. This article discusses seven common mistakes made when developing software marketing collateral. Read on to see if you need to repent.
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| 6. |
Sales Is from Mars, Marketing Is from Venus ( Pages)
by Carla Reed
Feb 23, 2006
Abstract : There is a disconnect between marketing and sales. Marketing is focused on the consumer experience while sales is all about the merchandise. Technologies, such as auto identification technologies, radio frequency identification, sensors, and voice activated technologies, may be able to narrow this gap.
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| 7. |
The Seven Deadly Sins of Software Marketing ( Pages)
by Joseph J. Strub
Oct 1, 2007
Abstract : Huge amounts of money are spent on marketing collateral—you need to ensure that you get your money's worth. This article discusses seven common mistakes made when developing software marketing collateral. Read on to see if you need to repent.
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| 8. |
What Are Your Competitors Telling You? A Case Study: SAP's New Advertising Campaign ( Pages)
by Lawson Abinanti
Jan 5, 2006
Abstract : SAP has a new marketing campaign. What does this mean for competitors, prospective buyers, and business-to-business marketing professionals? This case study explains why it's important to dig deeper when a company of interest to you changes its marketing campaign.
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| 9. |
PeopleSoft - Catching Its Second Wind From The Internet Part 2: Strengths and Challenges ( Pages)
by P.J. Jakovljevic
Jun 6, 2001
Abstract : PeopleSoft invested two years and over a half billion dollars to develop new Internet-based enterprise applications. It now has a pure Internet platform a new set of products and a new assertive attitude. This part examines the strengths and challenges PeopleSoft now faces in today’s cutthroat competitive environment.
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