Harvey Mackay on networking: to build a business, first nurture those long-term relationships

Article Abstract:

Mackay Envelope Co. CEO and best-selling author Harvey Mackay was interviewed on networking and effective business-to-business marketing methods. He claims that it is essential for business-to-business marketers to establish and develop a reliable network of contacts. Also, long-term customer relationships must be nurtured. Mackay believes that networking is a part of day-to-day activities. Networks must provide information on the marketplace, especially on competitors.

Interview, Mackay, Harvey

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The secret of real power is b-to-b marketing

Article Abstract:

A study of the top 10 business-to-business marketers has indicated that the most effective ones were those who were highly influential among their customers, those who spent a substantial amount wisely on advertising efforts and those who have devised ingenious marketing strategies and goals. Firms that have merged these three factors into a powerful tool include Dell Computer Corp, the Postal Service, Lucent Technologies Inc and IBM Corp.

Management Theory & Techniques, Evaluation, Business enterprises

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Building a brand means getting down to the new basics

Article Abstract:

Creating a brand which can be easily associated by people to one's product is important in a highly competitive market environment. A number of companies such as General Electric and Xerox have produced products which consumers automatically relate to their brand names. Therefore, effective marketing does not focus on a product but rather attempts to establish the image of a company and relate it to its products.

Methods, Product management, Brand name products, Brand names

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