Marketing Case Studies continued

"Let the buyer beware!" This is good advice to buyers, but lousy advice to sellers. The correct principle for sellers is "Let the seller beware."... keep reading

Few things are more difficult and dangerous than re-positioning a product, let alone a company. But sometimes it pays off. Here is such a case.... keep reading

If you don't know the lifetime net value of the typical custimer, you will not know how much to spend to get that first sale.... keep reading

There are times to offer a discount. But it must not be offered in such a way that it reduces the buyer's perception of true value.... keep reading

This company increased its pool of job applicants by 50% in one step. Why didn't someone do this earlier? What should be obvious is rarely obvious.... keep reading

Any time you can get a 15% response rate to a marketing campaign, you have hit paydirt. Here is how one company did it.... keep reading

This is the most clever tactic I have ever read about getting your job application noticed. It costs about a penny extra. Genius!... keep reading

Get rid of the golden manicles for the sake of a legitimate shot at the gold mine.... keep reading

Ignore this aspect of generating sales, and you are walking away from a stream of free money.... keep reading

This story comes from a big business that had hit a brick wall: flat sales on an old product. Here is how the newly hired marketing manager solved it.... keep reading

Some things must be done with subtlety. This is one of them.... keep reading

The simplicity of this tactic is deceptive. Hardly anyone untrained in direct marketing would have thought of it.... keep reading

There is no silver bullet. One size doesn't fit all. But this man put together a five-point program to increase sales.... keep reading

This is easier said than done, but here is a way to do it. Well, it's one way that was made illegal. But it's worth reading anyway.... keep reading

All that great ad copy will fall flat if the recipient doesn't oipen the envelope (a great reason for a postcard). Here's a unique solution.... keep reading

It's not just that e-mail is cheap. It's also that you can track your results. You can then revise your strategy and content.... keep reading