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December 3, 2000

PROFESSIONAL SERVICES: Consulting – A view from both sides of the desk

During the 14 years that I wore corporate advertising, sales, and marketing manager's hats, I hired a lot of agencies and consultants. They helped me with things like marketing strategy and communications, sales management, brand strategy, new product development and introduction, customer and market research,...

By Duane Gilbert
October 3, 2000

ADVERTISING & PROMOTION: Business to business advertising – “Sell the steak”

You've heard it said that, when advertising, you should "sell the sizzle, not the steak." Appeal to emotions--be creative and entertaining. Keep it short, because no one has time to read anymore. Make your ads stand out for their originality, and you'll get more customers...

By Duane Gilbert

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