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Whitepapers
| Communication | General | Talent Branding |
| Customer Loyalty | Leadership | Technology |
| External Branding | Rewards and Recognition | Training |
Whitepapers by Topicclear search
Complying with the Telemarketing Sales Rule.Provides a detailed outline for marketers of every aspect of the FTC regulations protecting consumers against telemarketing fraud. |
The ROI of Integrated MarketingThis white paper highlights four key areas that impact organizational adoption of integrated marketing and motivate employees to think about and cooperate with integrated marketing efforts beyond their functional silos. |
Human Resources and Marketing: A Missing Link?This study, conducted by Prof. Frank Mulhern and Patricia Whalen of Northwestern University, identified a significant gap between the view of human resources and employees on the role of employees on delivering customer satisfaction, but found that companies with a close link between human resources and marketing outperform companies that don't. |
The PMA/Northwestern University ROI of Integrated Marketing Research ProjectThis study, conducted by Frank Mulhern on behalf of the Promotion Marketing Association with the support of the Forum, identified key challenges facing organizations attempting to fully integrate external and internal marketing. |
Internal Marketing Best PracticesThis study analyzed attempts by a dozen diverse companies to integrate their external and internal marketing practices. |
Internal Marketing Best Practice StudyThis study analyzed attempts by a dozen diverse companies to integrate their external and internal marketing practices. |
Promotional Products: Impact, Exposure And Influence.Once again we see statistically how well promotional products can help market business, thanks to a 2004 study by L.J. Market Research. |
Increase Booth Traffic With Promotional ProductsWith the increase of postal rates over the past several years and dwindling advertising and promotional budgets, many companies are tempted to reduce or eliminate investments into pre-show mailings with promotional products in tradeshow settings. Is this a wise choice? The results of a 2004 study by Georgia Southern University indicates the answer is NO. |
Promotional Products' Impact On Brand/Company ImageAn experiment conducted by Georgia Southern University shows that recipients of promotional products have a significantly more positive image of a company than consumers who do not receive promotional products. |
Promotional Product Incentives Produce Valuable Referrals From Satisfied CustomersMarketers need not rely on their salespeople to elicit new leads for business. Existing customers are a gold mine for getting referrals—when they are asked! Through direct mail offers of promotional product incentives, marketers can leverage customer satisfaction and secure more valuable referrals. These findings are from a 2005 customer "referencing" study done by an advertising faculty at Louisiana State University and Glenrich Business Studies. * |
Defining a Strategic Meetings Management Program: How Meetings Drive Business in Partnership-Focused CompaniesThis position paper from Meetiing Professionals International (MPI) examines a partnership business model, identifies critical ways in which meetings drive business, and looks at the key components and objectives of a thriving strategic meetings management program. |
360 Degrees of Teamwork: How Meetings and Travel Professionals Can Build Strategic Synergies to Drive ResultsThis white paper from Meeting Professionals International (MPI) describes how meeting professionals and corporate travel professionals can work together to achieve corporate stakeholder goals. |
360 Degrees of Partnership: Uniting Planners and Suppliers Through Collaborative Business Processes in Strategic Meetings Management EnvironmentsThis white paper looks at the eight steps that meeting planners can take to create strategic meetings management programs in their organizations. In particular it looks at how meeting planners can collaborate with external suppliers to better meet internal objectives. |
360 Degrees of Influence: Demonstrating Professional Value Through the Development of a Strategic Meetings Management ProgramThis white paper from Meeting Professionals International looks at the steps to creating a strategic meetings management program and suggests a synthesized approach that invites colleagues into common, collaborative projects. |
Promotion Revs Its EnginesThe Heisman Trophy is college football’s most prestigious award, and DeAngelo Williams is the first University of Memphis football player to be within reach of this coveted trophy. With such a high-level honor at stake, Jennifer Rodrigues, athletics media relations director, knew she had to create a buzz about Williams that was as big as the player’s Heisman dream. |
Panthers Promotions Have BiteFred Parker, CEO of Bluegrass Promotional Marketing (UPIC: BLUEGRAS) in Charlotte, North Carolina is a football fan—especially since his company has been named the preferred promotional marketing agency for the Carolina Panthers for the 2006 season. |
Promotional Products—The Key Ingredient to Integrated Marketing: How Promotional Products, Print and Television Advertising Impact Consumer PerceptionMany traditional forms of advertising and promotion are losing ground to newer media. This trend presents opportunities for the promotional products medium. However, very little research exists documenting the effectiveness of promotional products when compared to and combined with other traditional forms of advertising such as television and print. |
Testing the Internal Marketing ModelWhile it is widely believed that employee attitudes and engagement directly influence customer experiences and customer spending behavior, there is little empirical evidence that has explicitly demonstrated this. This study, subtitled "An Empirical Analysis of the Relationship between Employee Attitudes, Customer Attitudes, and Customer Spending," combines results from an extensive survey of employees and customers at a hotel chain with the actual spending patterns of customers. Results show a direct, measurable relationship between the employee and customer perceptions of the hotel brand and customer spending behavior. |
How to Make the Shift to a PPMM StrategyNo doubt some people might dismiss Integrated Marketing as a passing fad, and who would view the burgeoning discipline of People Performance Management and Measurement (PPMM) as a buzz phrase or "flavor-of-the-month" marketing strategy. |
Promotional Products—The Key Ingredient to Integrated MarketingMany traditional forms of advertising and promotion are losing ground to newer media. This trend presents opportunities for the promotional products medium. However, very little research exists documenting the effectiveness of promotional products when compared to and combined with other traditional forms of advertising such as television and print. |
Complying with the Telemarketing Sales Rule.Provides a detailed outline for marketers of every aspect of the FTC regulations protecting consumers against telemarketing fraud. |
Customer Retention: Keeping Your Best Customers for the Long TermReviews the economics and objectives of customer retention and argues that it’s easier and less costly to sell to existing customers than to new customers. The more customers you keep through active retention efforts, and the longer you keep them, the more profitable your company will be. |
Putting Trophy Value Into Your Gift Card ProgramGift cards have become an important corporate tool for reward and recognition. This paper looks at the growing use of gift cards and how to add to the "trophy value" of gift cards via communication, customization, and presentation. |
Incentives and the Automotive IndustryThis paper explores the different types of consumer, dealer, and aftermarket incentives used in the automotive industry. It also looks at how advertising agencies view incentives. It examines traditional incentive strategies and concludes with advice on program implementation. |
Employee Engagement, Customer Satisfaction and ProfitabilityThis study, by Prof. James Oakley of Ohio State University, found a clear link between employee engagement and customer satisfaction, and customer satisfaction and profitability. |
