Articles
Articles I’ve written over the years on various marketing topics of interest; some dated, some prescient, hopefully still of interest.
- Does Marketing Matter
- Just What the Doctor Ordered: An Extreme Makeover for Marketing
- Three strategies to improve campaign ROI
- Why your next agency is likely to be a consultancy
- Retailers get at Q4 Wake Up Call
- Marketing Dashboards and Causal Modeling
- Accountability and its impact on the lifespan of the average CMO
- Marketing the Rapids: as the economy (finally) recovers, marketers ask “what now”
- On Differentiation: it takes a surprising amount of courage to build differentiation into products
- Customer Avoidance: The Lake Wobegon effect
- Customer Franchise
- Choice Modeling
- On How to Work Better
- On Strategy Building
- Retailing MisExpectations
- Getting past the “O” Word
- Retention 101: Towards Relationship Marketing
- Move Over Mensa: A Website IQ Test
- RFM Analysis: Zoning and Cloning your Best Customers; Avoiding the Worst
- Website Phases: Where O Where is Your Web Strategy?
- DM Rules: Not Your Father’s Direct Marketing
- Direct Marketing books
- Rules of the road for online advertising
