Customer Profiling

If you don't know who your customers are, how can you truly fulfil their needs? This article explains why you should profile your market, and gives you some pointers for getting started with customer profiling. Research, not guesswork Once you’ve identified the target market(s) you want to ...

Marketing plans made easy

“Without a plan, you haven’t got a hope.” This message, from a recent bushfire safety community service announcement on the TV and radio, also applies marketing plans for your business. Your marketing plan is your simple, easy-to-use guide to attracting new customers and retaining the ones ...

Getting the Marketing Mix Right

Businesses rely on solid marketing strategies to boost sales—yet the tools used to evaluate these strategies often provide misleading results, leaving managers with the inability to accurately measure how they can get the best bang for their marketing buck. "Companies really need to pay attention to ...

Good telemarketing

Abstract The National Do-Not-Call Registry has been in force for a year. Tens of thousands of companies have made adjustments to comply. In a do-not-call world, how does an enterprise make pleasant and productive telephone contact with prospects and customers? A company can use segmentation, modeling ...