Author's articles
17 Costly Marketing Mistakes
By Steven Howard · 12 years ago
I once heard a speaker compare those who engage in marketing as "feeling happy like a dog with its head outside the car window, ears flapping, eyes glazed, and no idea of where he’s going." ...
Hurting Corporate Brand Image
By Steven Howard · 12 years ago
Often what needs changing or modifying to fix a deteriorating corporate image is not how the corporate logo appears or is used, but several other aspects of the organization's visual communications to its audiences. Many ...
Succeeding in Sales
By Steven Howard · 13 years ago
Not every one is cut out for a career, or even an assignment in sales. Additionally, it is often difficult for people to make the switch from "Customer Service Officer," a role with
an emphasis ...
Make It Easy For Customers To Complain
By Steven Howard · 13 years ago
Complaints will happen because mistakes will happen, and customers who complain are customers who care.
Therefore, knowing that you are going to get complaints and knowing that such complaints are good for you, it makes ...
Corporate Image Development: Asking the Right Questions
By Steven Howard · 13 years ago
A key aspect of the initial phase of the Corporate Image Management development process comprises qualitative interviews with internal and external audience.
The internal interviews are conducted at all levels of the organization, from front-line ...
The Power of Corporate Branding
By Steven Howard · 13 years ago
Every organization has a corporate image, whether it wants one or not. When properly designed and managed, the corporate image will accurately reflect the level of the organization's commitment to quality, excellence and relationships with ...
Corporate image Management: A Marketing Discipline for the 21st Century
By Steven Howard · 13 years ago
The Corporate image is a dynamic and profound affirmation of the nature, culture and structure of an organization. This applies equally to corporations, businesses, government entities, and non-profit organizations. The corporate image communicates the organization's ...
Four P’s of Customer Retention
By Steven Howard · 14 years ago
It has been approximately 40 years since marketing professor (and subsequent guru) Dr. Philip Kotler coined the concept of the four P’s of marketing – product, price, place, and promotion.
While still valid today, Kotler’s ...