https://completemarkets.com/company/CompleteMarkets/Articles/content-package/IMMS-Library/TabCategory/article-post/831/Demystifying-Marketing-%E2%80%94-Or-What-Makes-It-Work/
... in a national TV show aimed at teenagers. Even with great PR, only a handful of people showed up. No one thought that holding the promo in a bar might not be an appropriate place for kids. Then there's the Solstice, the sleek, two-seater sports car from Pontiac that weighs in at $2K. Both the design and the price get rave reviews, but experts question whether it will make the hearts of the young and the would-be young go pitter-pat. "Like the other GM sports cars, it comes ... . The moment someone says that the company needs to run an ad, send out a postal card, hold an event, or exhibit at a trade show, ask why. Marketing activities generally fail because they are not integrated into a tapestry of activities. A good example is a prospecting program. "What's the plan?" is the key question. Perhaps it includes a series of direct mail pieces, a periodic newsletter, invitations to seminars or a demonstration event, the right advertising, and carefully planned follow-up contacts. ... . 4. Align with customer values. Most businesses try to figure how to get customers to buy their products or services. Although that seems logical, it is, of course, totally irrational. Just ask Barry and Eliot Tatelman of the remarkably successful Jordan's Furniture stores in Massachusetts. They sell more furniture per square foot of space than anyone else in the nation. Warren Buffet was so impressed that he bought their company. Although Barry and Eliot are the "stars" of their own advertising, they devote much of their ...