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... cross-section of newspapers and magazines. A regular flow of basic news relea...tice effective marketing grow, thrive, and prosper. They spend the money requi...

Do Advertising And Marketing Work?
It never ceases to ... say the same thing about our products and services?

... and prosper. They spend the money required for an effective program because they see marketing as an investment in the future. John R. Graham is president of Graham Communications, a marketing services and sales consulting firm founded in 1976. He's the author of a new book, 203 Ways to Be Supremely Successful in the New World of Selling (Macmillan Spectrum, 1996) and Magnet Marketing: The Ultimate Strategy for Attracting and Holding Customers (John Wiley & Sons) . Graham writes for a variety of publications and speaks ... benefits, daily business activity often overwhelms the priority of developing and implementing a marketing program. A successful marketing program is the direct result of a company's commitment and attention to these three basic steps: 1. GETTING WITH THE GOALS Establishing goals and objectives for a particular period of time, perhaps 12 months, is the first step. Be realistic, identifying what you want to accomplish based on what can be achieved. Is the task to increase the visibility of your company in the marketplace? Is the commitment to differentiate your company ... and consumer publications. Such articles increase a company's credibility and position its key personnel as experienced in a particular field. The recruitment firm Robert Half International crafts surveys and distributes their results to hundreds of publications. You'll find published references in a broad cross-section of newspapers and magazines. A regular flow of basic news releases noting new hires, personnel promotions, new products, achievements, seminar and trade show attendance, charitable efforts, awards, and dozens of other subtle efforts will eventually have an impact. Yet most companies don't take advantage ...