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Marketing and Sales : Article

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Public Relations During a Crisis: Balancing Truths
Taffel Alan
1/4/2007
Article Resource
Summary:

Most entrepreneurs at some point experience crises in their businesses, which require crisis communication strategies. The key is developing a crisis management strategy that is up-front about the problem at hand and also focuses on maintaining the firm's long-term viability.

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Giving Online Marketing a Greater Share
Topping Chris
9/1/2006
Article Resource
Summary:

In today's e-marketplace, allocating a larger portion of the budget to online marketing pays off for Petals, a silk floral company. The author writes about his company's commitment to using the Internet to positively impact sales.

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Ten Focus Group Tips
Ueng Grace W
4/1/2007
Article Resource
Summary:

Market research results can help an entrepreneur change company behavior. To that end, this author recommends a ten-step plan for tapping the power of focus groups to conduct research that is immediately actionable.

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Make Someone Happy -- Your Customer
Vernon Lillian
7/1/1998
Article Resource
Summary:

Making customers happy is the key to an entrepreneur's single most important job--identifying, finding, and keeping customers, says the founder of one of the country's premier direct-mail businesses. Company owners must devise a system for maintaining rapport with buyers even as the business grows, the author advises. Included are suggestions for doing so, such as selecting the right products for the right customers and offering money-back guarantees.

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Turning Sales Compensation On Its Head
Wardlaw Townsend
3/30/2006
Article Resource
Summary:

Rather than viewing compensation plans as a motivational tool, this entrepreneur believes they should be considered a means for managing risk and protecting the company's cash assets. He explains his firm's model, which is based on transferring more risk to sales associates, sharing resources across clients, and tying a portion of base salary to reaching certain revenue-related milestones.

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How to Conduct Fundamental Market Research
Warner Bill
4/1/2007
Article Resource
Summary:

Completely understanding your market allows you to confidently approach any customer, potential partner, or investor. This entrepreneur and angel investor outlines a five-step process for knowing breadth and depth of the market landscape.

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Questions to Answer When Analyzing Competition
Warner Bill
4/1/2007
Article Resource
Summary:

Your basic business strategy and product plan needs to be rooted in an understanding of what it takes beat the competition. To do so, this author says you must have a realistic understanding of what you are up against, and he lays out a method to do smart market research.

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A Virtual Route to a High-Quality Brand
Williams John
3/1/2007
Article Resource
Summary:

The foundation of your company's brand is its logo. John Williams, creator of the original "do-it-yourself" logo Web site, explains how to create online a quality logo that can help build your brand quickly and inexpensively.

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Handling Online Customer Feedback
Zeltzer Alysa Villafranco John
9/1/2006
Article Resource
Summary:

This article provides ideas on how you can respond to online customer feedback (especially when it's anonymous) to protect your company's reputation and to bolster your online marketing strategy.

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