April 2011

Now I Are One

By RICHARD A. PLINKE

Overestimating and Oversimplifying Branding Efforts

By NEIL MAHONEY

In last month’s article we discussed the several steps you must take to do an effective positioning analysis:

Marketing Asset Management Grows Up

By SCOTT RICHARDSON

It starts with the realization that it would be useful to exchange data between your company’s marketing systems and your enterprise resource planning (ERP) and customer relationship management (CRM) applications.

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