Leading Marketers (Inside the Minds: Leading Marketers by Aspatore Books Staff, Stephen Jones, T. Michael Glenn, Karen

By Aspatore Books Staff, Stephen Jones, T. Michael Glenn, Karen Edwards, Michael Linton, Jody Bilney, John Hayes, Richard Rivers, Richard Costello, Tim Brosnan, InsideTheMinds.com

Contained in the Minds: prime sellers good points leader advertising officer point executives from The Coca-Cola corporation, normal electrical, FedEx, American show, Yahoo!, top purchase, Verizon, Unilever and significant League Baseball. those visionary sellers percentage their wisdom at the artwork of establishing and turning out to be a model, top advertising for the dollar, the golden principles of promoting, the eternal results of the net and know-how, public kin, advertisements, the way forward for advertising and marketing and different very important subject matters. An extraordinary glance contained in the international of selling makes for stimulating and hugely attention-grabbing examining for CEOs, executives, marketers, and each advertising, advertisements and public kin specialist at any point.

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Glenn currently serves on the board of directors for Youth Programs Inc. and the United Way. He also serves on the board of Community Commercial Bank. 50 Leading Marketers BUILDING AN INTERNET MEGA-BRAND KAREN EDWARDS Yahoo! Vice President, Brand Marketing 51 Inside The Minds The Difference in Marketing for an Internet Company vs. a Brick and Mortar Company Ironically, I think much of the success we have had at Yahoo! has been due to things that traditional companies do – understand the consumer, take the high road in communication, not get caught up in the latest product features (a practice that technology companies are sometimes guilty of).

From the very beginning, we were able to make decisions, which to some people may have looked as if we were just flying by the seat of our 53 Inside The Minds pants. But the reality was that we had access to information about our millions of users even back in 1996. We could look at their behavior, see what television shows were the most popular among them, and see other things that were important to our audience. We were able to alter our communication and marketing messages accordingly. Our production team was able to tailor our services to better meet user needs.

Nothing can take the place of an effective direct-selling relationship in finding, acquiring, and keeping customers. Fortunately, today, technology enables us to have a one-on-one relationship with the customer without having the personal contact typically seen in a sales environment. Marketing Pitfalls Over-promising is the one pitfall that a lot of companies fall into. There is an old saying that “great advertising is the 38 Leading Marketers best way to kill a bad product,” simply because you overpromise.

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