Articles written by Paul Herbig

Advanced Search

What is Helium

About me - Paul Herbig

+ more bio information

RSS Feed

Business > International Business & Trade How to do business in China: 1 of 5
MARKETING INSIDE THE DRAGON, DESPITE CHINA'S BUREAUCRACYAs more foreign businesses invest in China, there will, of course, be increased marketing opportunities there. But while China's current government continues to encourage foreign investment, the future holds some political uncertainties. The vast country has the opport... More..
Business > Advertising The future of advertising: 9 of 23
We love Advertising, don't we?The most recent Yankelovich Monitor survey, for example, found that consumers rank advertising among the top five things that need more government regulation. The others: water pollution, toxic wastes, air pollution, and nuclear safety (great company to keep hey!). Estimates are the average Amer... More..
Business > Marketing What is a brand?: 2 of 5
Brands are forever All our factories and facilities could burn down tomorrow but you'd hardly touch the value of the company; all that actually lies in the goodwill of our brand franchise and the collective knowledge in the company. Roberto Gonzueta, the late CEO of Coca-Cola:Brands still matter, but not as much. Only 32% of... More..
Business > Marketing Defining brand loyalty: 2 of 4
BRAND LOYALTYDoes it Exist and Where is it Going?INTRODUCTION As consumers, we all have heard of giant companies such as Coca-Cola, Proctor and Gamble and H.J. Heinz. However, how many of us are familiar with the lucrative, rapidly expanding, Loblaw's Company, Merico Incorporated, Perrigo, and the Japanese company Daiei Incor... More..
Business > Marketing Keys to successful marketing management: 1 of 2
Ride the BusAs part of my profession and my own love of reading and knowledge, I read several newspapers (including the Wall Street Journal) daily as well as a multitude of business periodicals (averaging two or more daily). In between, I do find the occasional time to read a business book. Of the hundreds of such books I ... More..
Business > Marketing Importance of patronizing your customer: 1 of 1
HE=HCWant Happy Customers. First make your employees happy. Happy Employees equal Happy Customers (sic, HE=HC!). I recently read a letter to the editor from Fortune about a worker whose subordinate and boss both were fired and she was doing work of all three. You could just feel her frustration, her stress, her exhaustion... More..
Business > Marketing Understanding your brand and what it means for your success: 3 of 5
Brand new worldWhat is a brand? We all, as experienced consumers, know instinctively about brands. We live them. We see them every day. But for most consumers, as it should be, the intricacy that makes up a brand is not known. A brand is what remains in the mind once the advertisement goes away. It is the mental image o... More..
Business > Marketing How to create an effective marketing message: 5 of 8
Dare to be DifferentI do most of the grocery shopping at our household. It is not that I am being a super husband or purely altruistic in my pursuance of the household maintenance. I find shopping to be somewhat therapeutic in nature. In addition, it appeals to my marketing curiosity. Where else can you see a plethora of ... More..
Business > Advertising Advertising: Getting celebrity endorsements for your products: 5 of 8
Celebrity non sweethearts:Celebrities have gained deity perspective in many minds. More than ever before, Americans are celebrity smitten, if not obsessed. Some psychologists claim Americans need celebrities as much as food, water and shelter. We need them to feel connected. Some estimates are that one in three people are mo... More..
Business > Customer Management A guide to retaining and maintaining customer relationships: 2 of 3
HOW CLOSE IS CLOSE ENOUGH TO THE CUSTOMEREXECUTIVE SUMMARY While getting close to the customer is widely recommended as an obvious way of serving the customer better, there is no clear demarcation between being close to the customer and being customer driven. No longer content with the ability to anticipate customer demand, ... More..