By: W. Eric Martin
For much of their existence, magazines have communicated with readers in what has amounted to a one-way conversation: Writers distill opinions and observations; readers sit back and absorb. Audience feedback has usually been relegated to …
By: Vicki Powers
First-time customers at luxury clothing retailer Mitchells/Richards/Marshs receive a handwritten thank-you letter in the mail from CEO Jack Mitchell, a personal gesture that marks just the beginning of the retailer’s high-touch relationship with …
By: Scott Parker
At Jenny Craig, we’re in the business of helping our customers achieve the right measurements. Well, the same goes for us as a company: When it comes to finding and keeping those customers, it’s all about quantifying the results. And when it comes to measurement, there’s nothing quite …
In sports, the winning teams often excel at more than one thing. Take football, for example. A great quarterback acting alone can have a big impact - but pair that quarterback’s skill with the speed of fleet-footed receivers or the shelter of immovable offensive linemen, and a …
The lessons green marketers can learn from the remarkable rebranding of Al Gore
By: Anne Stuart
Six years ago, you’d have been hard-pressed to find a public figure whose image was more tattered than that of former vice president Al Gore. Despite his long political career, the onetime Democratic front-runner seemed destined …
Yes, everyone should care about the environment. But if green marketing doesn’t make dollars, does it still make sense?
By: Elaine Appleton Grant
These days, nobody can blame marketers for rushing to “green” their brands. Rarely has there been a bandwagon like the eco-friendly one upon which most of America’s big-name …
