| Business Marketing 1998 |
| Title | Subject | Authors |
|---|
| 3 steps to getting the most for your trade show dollar. (includes related article on choosing the right show)(Column) | Business | Les Boyle |
| AMP building on overseas base. (AMP Inc)(includes related article on ways of creating international World Wide Web site) | Business | Laurie Berger |
| Ask down-to-earth questions before adding Web geegaws. (communication strategies in the Internet World Wide Web) | Business | Gordon Hochhalter |
| At Henderson, 2 new executives are better than 1. (Henderson Advertising Inc) | Business | Brian Johnson |
| BETTING ON POWER OF MARKETING: COMPANY SWAPS ITS SERVICES FOR STAKE IN SOFTWARE START-UPS.(m2 Software Equity of Pasadena, California) | Business | LAURA LORO |
| Beyond the basics: 6 ways to make networking mean more than just doing lunch. | Business | Barbara Pachter |
| Biz books step up ad battle with trade mags. (mainstream business books; trade magazines) | Business | Anne Marie Kerwin |
| Brave new world: sales force automation is changing the way companies reach and keep their customers. | Business | Kristi Nelson |
| Building brand loyalty: marketers use both travel and merchandise to hold customers.(Premiums & Incentives) | Business | |
| 'Business 2.0' for the non-technical. (Imagine Media's new business and technology periodical) | Business | |
| Business documents should work for you. | Business | Kim A. Herren |
| Business-to-business top agencies: TMP comes out on top again. (TMP Worldwide) | Business | Julie Cantwell |
| 'Calculated strategy' stands out in staid IT world. (new ad of CrossWorlds Software) | Business | Edmund O. Lawler |
| Canon joins the acquisition boom. (magazine publisher Canon Communications Inc.) | Business | John W. Ellis IV |
| CMP tests plan to send one sales rep per client to sell all publications. (CMP Media Inc.) | Business | Ann Marie Kerwin |
| Common language key to cross-unit cooperation. | Business | Scott Taylor |
| COMPUTERWORLD TAKES BIG STEPS TO EMERGE AMID INDUSTRY SLUMP. | Business | DANA BLANKENHORN |
| Determine what's quantifiable: association finds out if IT service marketers reach benchmarks. (Information Technology Services Marketing Association) | Business | Karen E. Nussell |
| Digital turns to database for answers; new marketing plan puts premium on information flow, control.(Digital Equipment Corp.) | Business | Noah Shachtman |
| Direct marketing making inevitable transformation to Internet.(Column) | Business | Barry Silverstein |
| Eaton sets 1st international campaign; Business Branding Network helps create integrated effort. (Eaton Corp)(includes related article on usual problems encountered by businesses in expanding overseas) | Business | Jay M. Winchester |
| eGenie site leads way in personalization. | Business | Joe Dysart |
| Embed brand in product ads to hit both marks. | Business | Dave Quincy |
| European privacy restrictions pose threat to U.S.-based marketers.(Column) | Business | Sally Davis |
| Exhibition audits can lead to measurable marketing results.(Column) | Business | Lanay Kitzing |
| First time's the charm for Imedia to win $2.5 million account. | Business | Julie Cantwell |
| Globalization presents new opportunities for business-to-business marketers.(Editorial)(Column) | Business | |
| Going global: e-commerce faces hurdles in Europe. (includes related article on Internet industry in Asia-Pacific Rim) | Business | Laurie Berger |
| Hewlett-Packard champions sports sponsorships. | Business | Kate Fitzgerald |
| How IBM made its branding campaign pay off.(Column) | Business | Ruth Stevens |
| How thematic graphic branding achieves show success.(Column) | Business | Steve Reagan |
| How to choose conference sites. | Business | Karalynn Ott |
| How to decide format for posting catalogs. (publishing of catalogs on the World Wide Web)(Column) | Business | Michael Cohen |
| How to decide if you need a new campaign or a brand overhaul.(Column) | Business | Thomas Dooley |
| How to make search engines work for your site.(Column) | Business | Eric Waed |
| How to make your database generate the most revenue.(Column) | Business | Peter Candito |
| How to succeed with a focus group. (includes tips on conducting successful focus groups) | Business | Jack Edmonston |
| Identity crisis: the face of trade press publishing changes as companies seek new revenue sources.(Special Report) | Business | Jeffery D. Zbar |
| If you want info, get touchy-feely. (analyzing the information generated from customer queries)(Column) | Business | James A. Nowakowski |
| Incentive industry needs to prove its worth.(Premiums & Incentives) | Business | Christina Lovio-George |
| Listen up! New SFA tools can help. (sales force automation software) | Business | Thomas McNamee |
| Loyal shoppers can score by using in-store kiosks.(Premiums & Incentives) | Business | |
| Make your b-to-b advertising succeed by following 7 rules. (business-to-business advertising)(Column) | Business | Tom Sullivan |
| Managing a multifaceted motivational campaign. (use of incentives in marketing)(includes related article on marketing campaign for Oldsmobile's Intrigue car)(Premiums & Incentives) | Business | |
| Marketers prepare for switch from SIC codes.(Standard Industrial Classification codes to be phased out) | Business | Jay Winchester |
| Marketers see need to create developer pool: but with multiple Web shops comes new management tests. | Business | Matt Carmicheal |
| Marketers try banners to capture b-to-b target. (business-to-business) | Business | Kim M. Bayne |
| Marketing meets automation to increase sales; enterprise marketing automation integrates efforts regardless of the channel used. | Business | Kristi Nelson |
| 'Maximizing performance through people.' (changes at 1998 Motivation Show)(Premiums & Incentives) | Business | |
| Measure customer loyalty for complete picture of ROI. (return on investment)(Column) | Business | Victor L. Hunter |
| Media study finds more bias in news reports on companies. | Business | Karalynn Ott |
| Narrowline, NetRatings partner. | Business | Karen E. Nussel |
| Net marketing 200 best b-to-b web sites. (business-to-business electronic commerce) | Business | |
| New CommonHealth CEO eyes global scene; Bashe aims to continue client-centered way of business in Europe. (CommonHealth Worldwide CEO Gil Bashe) | Business | Angel D. Musker |
| New marketing execs should continue teaching while learning.(Column) | Business | Ed Tazzia |
| NEW SERVICE SPARKS SHIPPING RIVALRY U.S. POSTAL SERVICE TO ROLL OUT PARCEL SELECT, CHALLENGING UPS. | Business | SEAN CALLAHAN |
| Online program eases training woes. | Business | John W. Ellis IV |
| Opportunities emerging for vertical portal sites. | Business | Kim M. Bayne |
| Penton joins growing list of business press publishers going public. (Penton Media) | Business | Karen E. Nussel |
| Perfecting the marketing-sales balancing act. | Business | Kevin J. Clancy |
| Powerful marketing starts with model; today's software lets even non-techies drum up sophisticated plans. | Business | Gary L. Lilien, Arvind Rangaswamy |
| Premiums prime the market.(Premiums & Incentives) | Business | Kate Bertrand |
| PR holds key to communicating value in b-to-b marketing. (public relations; business-to-business)(Column) | Business | Mark Shadle |
| PR laggards, learn fron your field's pros. (press relation people)(Column) | Business | Jon Titus |
| Put your livelihood on the line for customers. | Business | Tucker Greco |
| Quick-change artist in at Compaq. (W. David Vining, director of advertising and marketing for Compaq Computer Corp's North American operations) | Business | Susan R. Bleznick |
| Reaching the minority markets. (use of premiums and incentives in marketing)(Premiums & Incentives) | Business | Curt Schleier |
| Reaching the 'other 80%' with incentives. (motivation of non-sales personnel)(Premiums & Incentives) | Business | Ann d'Eon |
| Show producer uses Russian base as new-market springboard. (International Trade & Exhibitions Group Ltd) | Business | Gordon Feller |
| Siemens' global shift: changes in markets, customers spurred new corporate brand strategy. (Siemens AG) | Business | Jeffery D. Zbar |
| Skills only people provide still make a major difference. | Business | Charmaine Kosek |
| Snag the eye to bag a new customer; simple, clear graphics and messages are key to successful booths. | Business | Lisa Goell Sinicki |
| Speeding the reward process: desire for instant gratification drives new promotions.(Premiums & Incentives) | Business | |
| Successful global Web sites look through eyes of the audience.(Column) | Business | Yuri Radzievsky, Anna Radzievsky |
| Telecom shoot-out. (impending marketing rivalry between data base providers and voice network vendors in telecommunications industry) | Business | Beth Snyder |
| The shortest road to success is the best in any industry.(Column) | Business | Sander A. Flaum |
| TI links data to sharpen its customer focus. (Texas Instruments Inc) | Business | Kristi Neslon |
| To meet marketing goals, companies must refocus overseas priorities. | Business | Doug Smith |
| Trade e-zines skip the ink and paper; IDG uses online publications to target high-tech niche readers. (International Data Group's electronic trade magazines) | Business | Len Strazewski |
| Treating employees as if they were customers.(Premiums & Incentives) | Business | Lance Secretan |
| U.S. Can steps back: company goes against new trend with segmented marketing. (U.S. Can Corp.) | Business | Julie Cook |
| U.S., overseas differences abound; researchers, however, find similarity in some market segments. (cultural differences experienced by business-to-business market researchers) | Business | Jack Edmonston |
| Value easier to see when converted into dollars, cents. (measuring marketing efforts financially)(Column) | Business | J.C. Butcher |
| Web, CDs give no-shows an option. (Webcasts and compact discs extend participation in trade shows) | Business | Susan R. Bleznick |
| Web developer directory: Seattle.(Directory) | Business | |
| Web therapy: busy doctors slow Internet's growth as healthcare marketing tool. | Business | Len Strazewski |
| When selling a product, price doesn't always cut it. | Business | Jacob Brown |
| Why sales automation software systems fail. | Business | Dick Lee |
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