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November Issue's Summaries
Successful E-Mail Marketing Strategies: From Hunting to Farming
Arthur Middleton Hughes and Arthur Sweetser
When it first came on the scene in the early to mid-1990s, e-mail marketing was the hottest, most productive marketing tool on the map. Then things changed. Response rates have dropped precipitously, and general productivity has evaporated. What happened? Too many marketers devoted their efforts to hunting for sales by sending millions of e-mails, instead of building relationships with their subscribers by taking a farming approach. This summary will teach you how to develop and use state-of-the-art e-mail marketing strategies to find more new customers, turn more prospects into loyal customers, and make more money for your company.
The One-Hour Business Plan: The Simple and Practical Way to Start Anything New
The hardest part about writing a business plan is getting started. This summary steers you through the process of writing a business plan foundation quickly, while preserving your limited time and financial resources. Whether you're an experienced entrepreneur, a first-timer with a million-dollar idea for a start-up, an executive in an established firm that wants to try a new business idea, or a consultant seeking a better way to conduct a planning session with a client, you can learn and benefit from the "five essential business plan cornerstones" that serve as the foundation of any successful business.
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