Recently, I came across an interesting column in a national marketing publication. The writer indicated that marketing programs don't perform well because of 'business marketers' dogmatic belief that 'selling is the only form of marketing I need to do.''
This is an amazing statement because our experience at Graham Communications is quite different. As we see it, the problem is failing to achieve the benefits of marketing because the emphasis is always on sell, sell, sell.

MARKETING-THEN SALES- FOR THE SHORT AND LONG TERM by Richard Barry Most everyone has firsthand knowledge of just how competitive business is today. We reali...

MERGERS: WHAT TO CONSIDER by Charles S. Watson, CPCU, CLU Last fall when we wrote the article about strategies for the '90s, we predicted that there would be an increase in merger activity al...

PERSONAL LINES RECORDS INCREASE REVENUE! by Grace Bauer People don't pay much attention to Personal Lines when it comes to account rounding, the yearly renewal review, and new busin...

Michael Treacy and Fred Wiersma's book, The Discipline of Market Leaders, presents a compelling explanation of why some companies continually outperform their competitors. Their thesis rests on this premise: If a company is going to achieve and sustain dominance, it must first decide where it will stake its claim in the marketplace and what kind of value it offers customers.

SECRETS OF CREDIBILITY MARKETING PART 1: THREE SIMPLE WAYS TO IMPROVE YOUR CREDIBILITY by Michael Lovas As Michael Lovas was wr...

SELECTING AND HITTING YOUR TARGET MARKETS by Thomas R. Chapman, CIC, CPCU Target marketing is a great technique for writing new business. But to implement it effectively, an agency must choo...

SEVEN MARKETING BLUNDERS AND HOW YOU CAN AVOID THEM by Craig Huey BLUNDER #1: Using 'image' advertising instead of direct-response advertising. This is the number-one mistake made ...

SIX STEPS TO OUTSELL THE COMPETITION By Richard Barry All the little things you do can add up to make a big difference. Thats the point made in this document by Richard Barr...

SURVEYS SUBSTANTIATE THEORY: RETENTION EQUALS GROWTH When striving to make an agency grow, most agency managers focus on increasing new business. But it's just as important to address improv...