| Marketing Tools 1997 |
| Title | Subject | Authors |
|---|
| 2001: a spaced oddity: how to use the end of the millennium to inspire fear, arouse enthusiasm, and boost sales. | Advertising, marketing and public relations | |
| A little strategy: direct marketing to small businesses requires you to think like a small-business owner. | Advertising, marketing and public relations | Bernie Herlihy |
| American no-how: multinational competition has forced British marketers to be more innovative than their counterparts in the U.S. | Advertising, marketing and public relations | Chris Davies |
| Americans on the move: American Lives keeps track of who's heading where, and uses the data to help builders plan their next development. | Advertising, marketing and public relations | Dan Fost |
| Ask a silly question ... your choices in wording, phrasing, format, and options can make or break your research questionnaire. | Advertising, marketing and public relations | Kris Hodges |
| Automation nation: Concentra finds that sales force automation may play a larger role with industrial products. | Advertising, marketing and public relations | |
| Bad call: tips for sounding good on the telephone, even when you're not there to answer it.(voicemail messages for office telephones) | Advertising, marketing and public relations | |
| Briefcase full of views: Johnson & Johnson uses virtual reality to give prospects an inside look at its products. | Advertising, marketing and public relations | |
| Building bridges. (excerpt from "The New MaxiMarketing") | Advertising, marketing and public relations | Stan Rapp, Joseph Furphy |
| Business services.(Marketing Tools Directory: 1997)(Directory) | Advertising, marketing and public relations | |
| Calling the future; Datamonitor expects slowing growth for financial services call centers. (forecast from 1996 through 2002) | Advertising, marketing and public relations | |
| Calling the shots: Versatility designs call center software to help sales agents make a winning offer. | Advertising, marketing and public relations | |
| Check it out; a library program helps marketers educate consumers. (Modern Education Services delivers company-sponsored videos to libraries) | Advertising, marketing and public relations | Amanda K. Berke |
| Coming out a winner: a survey shows advertisers who abandoned ABC's "Ellen" gained little, and actually lost out on a big audience. | Advertising, marketing and public relations | |
| Continental drift. (US Internet marketing efforts may not be effectively targeting Europeans) | Advertising, marketing and public relations | Sara Edlington |
| Demographics.(Marketing Tools Directory: 1997)(Directory) | Advertising, marketing and public relations | |
| Design a killer Web site. | Advertising, marketing and public relations | Rebecca Purto Heath |
| Dialing for dollars: an outbound telemarketing program can be a powerful addition to your integrated marketing strategy.(includes related articles on outsourcing, federal regulations)(Cover Story) | Advertising, marketing and public relations | Laura Hansen |
| Diamonds in the rough: scouts for baseball's Seattle Mariners use mapping software to cover more territory faster. (MapLinx Corp. software) | Advertising, marketing and public relations | Paula Kephart |
| Direct marketing.(Marketing Tools Directory: 1997)(Directory) | Advertising, marketing and public relations | |
| Double features: testing multiple variables provides a scientific method for increasing response and understanding customers. | Advertising, marketing and public relations | James Shepherd |
| Down-under data: the Australian Tourist Commission controls its European marketing activities with its prospect fulfillment database. | Advertising, marketing and public relations | Janet A. Smith |
| DRTV: beyond the fringe! After more than a decade, infomercials are still struggling for respect - and new categories. (direct-response television; use of infomercials)(includes related article on the infomercial audience) | Advertising, marketing and public relations | Gary Arlen |
| Ergonomic information: data warehousing is only part of the answer to the question. | Advertising, marketing and public relations | Roth Tucker |
| Ethnic marketing.(Marketing Tools Directory: 1997)(Directory) | Advertising, marketing and public relations | |
| Fair-weather trends: long-range forecasting helps ensure that weather-dependent products are stocked and advertised when they are wanted and needed. | Advertising, marketing and public relations | James Gagne |
| Fear of flyers: the most common brochure blunders, and how to avoid them. (designing brochures) | Advertising, marketing and public relations | |
| Format follows function. (advantages, disadvantages of various consumer research techniques) | Advertising, marketing and public relations | A.B. Blankenship, George Edward Breen |
| For the bookmark: Web sites worth knowing about.(World Wide Web) | Advertising, marketing and public relations | |
| From launch to relaunch: the secret to product longevity lies in using the right strategy for each stage of the life cycle. | Advertising, marketing and public relations | Carole Hedden |
| Front-end alignment: auditing to make the brand relationship-building process more effective and efficient. | Advertising, marketing and public relations | Tom Duncan, Sandra Moriatry |
| Front page news: the Salina Journal adopts geodemographic analysis - and blazes a trail for the newspaper industry. | Advertising, marketing and public relations | Scott Hample |
| Games without frontiers: online contests drive visitors to their sponsors' Web sites - but do they keep them there? | Advertising, marketing and public relations | Rodney J. Moore |
| High-octane loyalty: a Japanese gasoline retailer beats back growing competition by using an unusual combination of data-based customer retention tools.(Oura Oil) | Advertising, marketing and public relations | Richard Cross |
| Hit-or-miss measurement: counting 'hits' is now widely considered a less-than-ideal Web site evaluation method. | Advertising, marketing and public relations | Paul Chen |
| International.(Marketing Tools Directory: 1997)(Directory) | Advertising, marketing and public relations | |
| It's a small world, after all; the perils of global marketing research are great, but the payoff is even greater. | Advertising, marketing and public relations | Jan Larson |
| Knowledge is power. (one-to-one database marketing) | Advertising, marketing and public relations | Paula Kephart |
| Leads on the line: using inbound/outbound telemarketing to manage the leads-to-prospects-to-customers cycle. | Advertising, marketing and public relations | Marianne Seiler, Jody Martinez |
| Let your fingers do the searching: the Kelsey Group provides new services for directories and Yellow Pages on the Internet. | Advertising, marketing and public relations | Amanda K. Berke |
| Lock and (down)load. (targeting users of the World Wide Web) | Advertising, marketing and public relations | Rodney J. Moore |
| Looking for Mr. Goodbuy: measuring your customers' lifetime value using data mining software. (consumer research) | Advertising, marketing and public relations | Jesus Mena |
| Made to order: configurator software helps field reps bring the power of the enterprise to the point of sale. | Advertising, marketing and public relations | Scott Hample |
| Made to order. (Moore Corporation Ltd., KPN customize catalogs for individual customers on behalf of companies) | Advertising, marketing and public relations | |
| Mapping.(Marketing Tools Directory: 1997)(Directory) | Advertising, marketing and public relations | |
| Marketing research.(Marketing Tools Directory: 1997)(Directory) | Advertising, marketing and public relations | |
| Measuring what matters; the Competitive Strength Index looks at purchasing factors that customer satisfaction can't begin to address. | Advertising, marketing and public relations | Michael T. Branham |
| Media.(Marketing Tools Directory: 1997)(Directory) | Advertising, marketing and public relations | |
| Meetings that matter: use audience research to plan an annual meeting that meets its goals. | Advertising, marketing and public relations | Albert Hydeman |
| Night and day: are you still using nocturnal numbers to analyze a diurnal population? | Advertising, marketing and public relations | Eric Cohen |
| O Canada: the differences between the U.S. and its northern neighbor are as striking as the similarities. | Advertising, marketing and public relations | Wilson Baker |
| On time, on target, on budget. (managing a product launch team) | Advertising, marketing and public relations | Jack Hennies |
| Our Town.com: local marketing through community-based Web sites is beginning to make a lot of sense.(World Wide Web) | Advertising, marketing and public relations | Peter Krasilovsky |
| Picking a winner: the Florida State Lottery used a neural network to find successful ticket vendors, and hit the jackpot. | Advertising, marketing and public relations | Kevin Heubusch |
| Privileged information: American Express's SE InSight provides merchants with data on customers and the competition. | Advertising, marketing and public relations | |
| Psychographics.(Marketing Tools Directory: 1997)(Directory) | Advertising, marketing and public relations | |
| Royal treatment: a British company uses e-mail to help U.S. direct mailers expedite overseas delivery.(Royal Mail U.S. Inc.) | Advertising, marketing and public relations | |
| Running in circles: store performance analysis entails more than drawing a 5-mile ring around a store and calling it a trade area. | Advertising, marketing and public relations | David S. Rogers |
| School daze. (in-school marketing campaigns) | Advertising, marketing and public relations | Matthew Klein |
| Screen plays: the GameDay Sports Network is helping companies reach collegiate crowds. | Advertising, marketing and public relations | |
| Seeing is believing: ethnography gets consumers where they live - and work, and play, and shop. | Advertising, marketing and public relations | Rebecca Pirto Heath |
| Shopping from the sofa; an Aragon survey says Americans won't buy from the tube if they feel remote. | Advertising, marketing and public relations | |
| Show and tell: using special events to communicate with your market. | Advertising, marketing and public relations | Deborah Radman |
| Slip slidin' away. (Parallel Communications customizes CD-ROMs to accompany sales presentations) | Advertising, marketing and public relations | |
| Software.(Marketing Tools Directory: 1997)(Directory) | Advertising, marketing and public relations | |
| Strictly commercial: MarkeTVision Direct adds a new element to infomercials - entertainment - and produces something very much like a television show. | Advertising, marketing and public relations | |
| Summertime blues: the research arm of a publishing company argues that advertisers should not let their ad schedules go on vacation.(Penton Research Services) | Advertising, marketing and public relations | |
| Survival of the fittest. (use of survival analysis in database marketing research) | Advertising, marketing and public relations | Thayer Allison |
| Swimming the channel: accommodating the specific needs of dealers, resellers, and other channel partners isn't just a good idea - it's good business. (distribution channel) | Advertising, marketing and public relations | David Hughes |
| The $15,000 rug: in their new book, the authors make a case for going outside your organization to meet customer needs. (adapted from book 'Enterprise One to One: Tools for Competing in the Interactive Age') | Advertising, marketing and public relations | Martha Rogers, Don Peppers |
| The customer value chain: how you invest your marketing dollars either strengthens or weakens customer bonds. (five-step process) | Advertising, marketing and public relations | Richard Cross, Janet Smith |
| The digital clipboard: Burke Marketing Research presents a standardized, interactive surveyor with Opinion One. | Advertising, marketing and public relations | |
| The fraud squad: the Telemarketing Association arms consumers for the war on phone scams. | Advertising, marketing and public relations | |
| The perils of popularity: think your troubles will be over once your brand is a household word? | Advertising, marketing and public relations | Chip Walker |
| The post master: getting a direct-mail campaign from the planning stages to the post office.(includes checklist for a direct-mail project) | Advertising, marketing and public relations | Meg Goodman |
| To catch a thief: protecting intellectual property on the World Wide Web. | Advertising, marketing and public relations | Kim M. Bayne |
| Veni, vidi, Visa: the latest CommerceNet/Nielsen Internet survey finds more traffic on the Internet and more consumer activity on the Web. | Advertising, marketing and public relations | |
| What now, Webmaster; creating and managing a winning Web marketing team. | Advertising, marketing and public relations | Kim M. Bayne |
| What's behind the numbers; before you base big decisions on survey results, know how to interrogate the numbers. (marketing)(includes a glossary of research terms) | Advertising, marketing and public relations | Thomas Exter |
| Where good plans go wrong; marketing plans gather dust not from lack of inspiration, but lack of follow-up. | Advertising, marketing and public relations | Tim Berry |
| Working the Web: the World Wide Web: Revolutionary selling medium or over-hyped fad?(includes related articles on online security and Marketing Tools Web site) | Advertising, marketing and public relations | Rebecca Piirto Heath, Wade Leftwich |
| Wrath of the under-rated: is syndicated magazine research overdue for an overhaul? | Advertising, marketing and public relations | Chip Walker |
| Your friendly neighborhood Web site.(World Wide Web) | Advertising, marketing and public relations | |
| You say London, I say Londres: Inter-Continental Hotels & Resorts tackled a world of new challenges in creating its global customer database. | Advertising, marketing and public relations | Annette Kissinger |
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