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Snarketing Archive

Engagement Myopia

In an article on Chief Marketer's web site, Robert Passikoff, President of Brand Keys, called [customer] engagement 2006's "holy grail and favorite buzzword". In a previous article, Bob predicted that engagement would:…

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In-bound or In-terruption Marketing?

Inbound marketing is a hot topic. Fifty-eight percent of the firms Forrester Research surveyed in 2005 said they practice inbound marketing, while another 27% planned to do so by the end of…

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Why Do YOU Segment Customers?

The marketing department at a large firm (with a strong sales-driven culture) was trying to get sales' support to launch a customer segmentation effort. In one meeting, the market research consultant presented…

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Delusions Of Marketing Grandeur

In an article on MarketingProfs.com, Jeff Mucci writes: "More and more companies are attempting to become "marketing focused/led" rather than sales or financially driven....A bona fide, world-class marketing-led organization has a clear…

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CYA (Count Your Assets)

In the October 2004 issue of the Journal of Marketing, Roland Rust and colleagues wrote that: "Marketers are under pressure to show how marketing investments add to shareholder value...[and] must identify the…

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