Marketing Tools 1997 - Abstracts

Marketing Tools 1997
TitleSubjectAuthors
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 relationsBernie 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 relationsChris 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 relationsDan Fost
Ask a silly question ... your choices in wording, phrasing, format, and options can make or break your research questionnaire.Advertising, marketing and public relationsKris 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 relationsStan 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 relationsAmanda 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 relationsSara Edlington
Demographics.(Marketing Tools Directory: 1997)(Directory)Advertising, marketing and public relations 
Design a killer Web site.Advertising, marketing and public relationsRebecca 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 relationsLaura 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 relationsPaula 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 relationsJames Shepherd
Down-under data: the Australian Tourist Commission controls its European marketing activities with its prospect fulfillment database.Advertising, marketing and public relationsJanet 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 relationsGary Arlen
Ergonomic information: data warehousing is only part of the answer to the question.Advertising, marketing and public relationsRoth 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 relationsJames 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 relationsA.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 relationsCarole Hedden
Front-end alignment: auditing to make the brand relationship-building process more effective and efficient.Advertising, marketing and public relationsTom Duncan, Sandra Moriatry
Front page news: the Salina Journal adopts geodemographic analysis - and blazes a trail for the newspaper industry.Advertising, marketing and public relationsScott Hample
Games without frontiers: online contests drive visitors to their sponsors' Web sites - but do they keep them there?Advertising, marketing and public relationsRodney 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 relationsRichard Cross
Hit-or-miss measurement: counting 'hits' is now widely considered a less-than-ideal Web site evaluation method.Advertising, marketing and public relationsPaul 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 relationsJan Larson
Knowledge is power. (one-to-one database marketing)Advertising, marketing and public relationsPaula Kephart
Leads on the line: using inbound/outbound telemarketing to manage the leads-to-prospects-to-customers cycle.Advertising, marketing and public relationsMarianne 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 relationsAmanda K. Berke
Lock and (down)load. (targeting users of the World Wide Web)Advertising, marketing and public relationsRodney J. Moore
Looking for Mr. Goodbuy: measuring your customers' lifetime value using data mining software. (consumer research)Advertising, marketing and public relationsJesus Mena
Made to order: configurator software helps field reps bring the power of the enterprise to the point of sale.Advertising, marketing and public relationsScott 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 relationsMichael 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 relationsAlbert Hydeman
Night and day: are you still using nocturnal numbers to analyze a diurnal population?Advertising, marketing and public relationsEric Cohen
O Canada: the differences between the U.S. and its northern neighbor are as striking as the similarities.Advertising, marketing and public relationsWilson Baker
On time, on target, on budget. (managing a product launch team)Advertising, marketing and public relationsJack 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 relationsPeter 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 relationsKevin 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 relationsDavid S. Rogers
School daze. (in-school marketing campaigns)Advertising, marketing and public relationsMatthew 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 relationsRebecca 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 relationsDeborah 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 relationsThayer 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 relationsDavid 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 relationsMartha 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 relationsRichard 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 relationsChip 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 relationsMeg Goodman
To catch a thief: protecting intellectual property on the World Wide Web.Advertising, marketing and public relationsKim 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 relationsKim 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 relationsThomas Exter
Where good plans go wrong; marketing plans gather dust not from lack of inspiration, but lack of follow-up.Advertising, marketing and public relationsTim 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 relationsRebecca Piirto Heath, Wade Leftwich
Wrath of the under-rated: is syndicated magazine research overdue for an overhaul?Advertising, marketing and public relationsChip 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 relationsAnnette Kissinger
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