See more original articles in Online Marketing.
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Why Does My Company Need a Marketing Plan When the Market Is So Bad? |
View from the States
Mark Dollinger, president of Trendlines America, brings
you a bird's-eye view of what's happening in the U.S.
market and the implications for Israeli marketers. |
Trendlines consultant Gabriel Siegel explains how a good
marketing plan will guide your company ... especially
when the market is bad.
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| Why Consumer Goods Are Good for Your Business |
Mark Dollinger, president
of Trendlines America, and Debbie Yerushalmy, senior
consultant, Trendlines International, investigate why "there's
no better place than the world of consumer goods for
learning the basics -- and the possible futures -- for
any career in business, in any type or sector."
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| Making the Most of Market
Research (Part 2) |
An examination of the dynamics
of analyzing the information.
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| Making
the Most of Market Research (Part 1) |
At Trendlines we do a lot of market research — also
known as competitive intelligence. Understand
more about how Trendlines International consultants
gather information and gain insights
on far-flung markets and a vast array of products and
services.
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The Software Licensing Life Cycle Model
How many times have you asked yourself whether your product has
a life? Daryl Ullman, a software
licensing expert and general manager and founder of Emerset, an Israeli software
licensing company, sheds light on the software licensing life cycle.
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East Is East and West Is West
When I landed in Singapore more than nine years ago, I didn’t realize how the experience was to change my impression and understanding of Asia.
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Italy and the High-Tech Renaissance |
Italy is the place where the history, the countryside, the food,
the style, and the people make you want to return again and again.
Drawing on its rich traditions, Italy is now looking forward to a very high-tech
future.
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Conferring on Homeland Security |
Trying to enter the security market? Working to get your product into the United States market? These were just some of the issues that last month's conference, Market Opportunities in U.S. Homeland Security, addressed. (Links to bonus presentations inside the article.)
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Introducing India |
The popular perception in Israel about
India is that of a struggling third-world country which
on one hand is often ravaged by natural calamities and
on the other hand is impoverished by its huge population.
But, that's not really an accurate picture.
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Reaping the Seeds of Success |
 Ever
tried to split open a pomegranate (rimon in
Hebrew) and remove the seeds? It's a messy job at best.
Local entrepreneur Itzik Gvili has developed a new pomegranate
separator that eliminates the hassle.
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Of Urban Legends and Mythical Markets |
The line between fact and fiction isn't always clear. Case in point: urban legends — stories that circulate, mutate, and are passed around as "true" — the proverbial "it happened to the friend of a friend." But it's not only urban legends that circulate and get related as fact.
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Get Out There and Listen, Listen, Listen |
Ensuring that the cornerstones of your business are firmly cemented into place does not require in-depth knowledge or miraculous revelations, but rather a basic, tried-and-true form of communication: getting out in the field and listening to anyone and everyone who is willing to talk to you.
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The Politics of Marketing |
The good news: The marketing consulting (Livui
Shivuki) program is alive and well — operating, accepting, and approving
new applicants. The bad news: the proposed government budget eliminates
the Fund for the Encouragement of Export Marketing (Keren
Idud l'Shivuk l'Hul) completely.
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Annual Reports: Going beyond the Numbers |
What do your shareholders, employees, competitors, customers, suppliers, and the media have in common? Simply this: When your company's annual report is released, they are going to scrutinize it very closely — and they are interested in more than just the bottom line.
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Macher vs. Method |
I don't know if the macher is a uniquely Israeli phenomenon,
but I do know that an American business associate recently said to me, "We have nothing like it in the United States."
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The State of the (European) Union |
 Is
there one, cohesive European market? Definitely not.
Europe is very diversified.
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Know Thy Competition |
There's no reason to go to battle with your competition; you'll benefit more by cultivating a constructive relationship.
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Brands on the Run |
Branding has been getting a bad rap lately."Want to throw some
money down the rat hole? Try branding." This was proclaimed by an article
in INSIGHT magazine. Just
what is all this hoo-ha about brands?
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An Interview with Mark Dollinger |
Dr. Mark Dollinger, president of Trendlines International Inc., visited Israel to meet with incubators, start-ups, and established companies. Karen Kozek, Trendlines' senior editor, caught up with Dollinger between meetings.
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All That Glitters Is Not Sold |
An astounding 60 percent of consumers' purchasing decisions are based on product color. That's according to color expert Lee Eiseman speaking at the International Housewares Show in Chicago.
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Beauty Is in the Eye of the Consumer |
"Appearances do not merely attract us: they transform our experience." that's according to marketing expert Harry Beckwith. It's clear that despite the admonition not to "judge a book by its cover," that consumers do exactly that.
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| Check, Please! |
 Like many college students, one of Trendlines' Managing Directors, Steve Rhodes, made extra money waiting on tables. His first introduction to the world of waiting tables was a harsh one — a "tips only" system. Steve quickly learned that you do a great job, or you go home empty handed.
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Counting Your Shekels to Get to Market |
Is having the best product an automatic guarantee of success?
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Capturing (and Keeping) Your Customer, Part 2 |
More on how retailers build customer relationships.
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Capturing (and Keeping) Your Customer, Part 1
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How retailers can build customer relationships.
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Turn On, Tune In — Buy It! |
Television sales aren't Mickey Mouse any more!
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Housewares Heads East |
Why U.S. marketers should be paying more attention to the Mediterranean region.
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Selling Your Business — A Summary |
Israel is regarded by many as a hotbed of technological innovation, but are start-up companies doing enough to "sell themselves" to prospective investors?
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Probing the Pitfalls |
The pragmatist's approach to product development.
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Online Marketing
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How Can I Help You? |
If you dropped in from another planet, you might think that customer relationship management (CRM) refers to intensive training courses on how to treat customers (a) respectfully and (b) helpfully. But what is it really?
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E-news: It's Elementary |
It's no accident that more marketers are turning to e-newsletters as a tool in their marketing arsenal: they enable targeted mailings to customers at the click of a mouse.
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Clicked Off! |
Some time back, Lee Cohen hitched a ride on the Tourbus — a cybertour of the
Internet that alerts surfers to new and useful sites on the Net. After
a while, the tour paled, as tours do, and Lee decided it was time to bid farewell.
Ride along with Lee.
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E-nonymity |
To be a brand in cyberspace is especially difficult, and especially crucial. The path to brand-building in cyberspace is littered with failed dot-coms, many of whom may have achieved high name recognition, but failed to build a brand.
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Planning Your Internet Marketing Strategy |
The key to your online marketing strategy will be recognizing and defining an unfilled or partially filled niche. Here's how to train your eyes. Chapter 4 of Planning Your Internet Marketing Strategy, by Dr. Ralph F. Wilson (John Wiley & Sons, 2002).
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Big Mistakes Are Big Opportunities |
Trendlines' Chairman, Steve Rhodes, tried to order a magazine subscription online.
What followed was a comedy of errors which not only highlighted some of the
difficulties of online purchasing, but showed dot-com service at its worst.
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How They Got Permission Religion |
If you haven't yet received an ESN in your inbox, you're sure to get one soon. ESNs, for those of you who enjoy collecting acronyms, are e-mail-based sales newsletters. According to Ferris Research, they'll replace many postal-based mail and be commonplace by 2004.
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