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Category: Marketing

Women CMOs Are Paid Higher than Men. How Did They Close the Gender Gap?
by Working Capital Review on January 3, 2017

Women CMOs Are Paid Higher than Men. How Did They Close the Gender Gap?

The gender gap — the marked disparity in pay between men and women — has been a persistent feature of corporate life since it was first identified four decades ago.…

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Podcast: The Emerging, Powerful Business of Virtual Reality
by Chris Riback on December 6, 2016

Podcast: The Emerging, Powerful Business of Virtual Reality

It may be the biggest market you’ve never heard of: Virtual Reality. And make no mistake, the numbers and growth trends are very real indeed. “There’s no doubt the virtual…

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How to Bring Customers Along
by Working Capital Review on August 8, 2016

How to Bring Customers Along

The way most companies sell is incongruent with the way most people buy. So argues a recent Harvard Business Review article. Instead of aggressive approaches that try to overcome prospect…

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Why Investing in Messaging Matters
by Working Capital Review on July 28, 2016

Why Investing in Messaging Matters

Why do we seemingly see the same ads for cellphones and new cars over and over on the television each night? Why do companies purchase page upon page of expensive…

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Why Moments Matter for Consumers
by Working Capital Review on June 9, 2016

Why Moments Matter for Consumers

Moments can be breathtaking … and fleeting. A baby’s first word, an extraordinary sunset shared with friends, a Super Bowl-winning catch. These moments are exceedingly dramatic. And increasingly, consumers want…

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Is Your Marketing Strategy Working?
by Working Capital Review on June 7, 2016

Is Your Marketing Strategy Working?

We’re now well into 2016. Now is a good time to take a step back and assess the progress to date on your business strategy. How are things going for…

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Is Your Marketing Strategy Working?
by Working Capital Review on May 6, 2016

Is Your Marketing Strategy Working?

We’re now well into 2016. Now is a good time to take a step back and assess the progress to date on your business strategy. How are things going for…

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3 Reasons Thought Leadership Is an Effective Business Strategy
by Working Capital Review on May 4, 2016

3 Reasons Thought Leadership Is an Effective Business Strategy

Thought leadership is a powerful way for businesses and business leaders to market knowledge, expertise, and insight. In doing so, businesses can gain more market share and customers by offering…

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Analysis: Programmatic Media Is Missing Something Big
by Andrew Altersohn on March 15, 2016

Analysis: Programmatic Media Is Missing Something Big

Every day we read about the rapid rise of programmatic media, now a $20 billion market with daily volumes 100x the size of the NASDAQ.  At the same time, headlines…

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Branding Logic: Get More From this Necessary Business Strategy
by Working Capital Review on February 3, 2016

Branding Logic: Get More From this Necessary Business Strategy

You’ve got a solid product, a killer marketing strategy, and a team of geniuses to make the magic work. But have you developed a brand? If so, is it a…

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