Tag: SFVBJ
Marketers – Trust Your Salespeople
By Scott HarrisArticle written for the San Fernando Valley Business Journal. When marketing experts are developing a campaign, or even a project, the most frequently underutilized and the most valuable of all assets is the sales team. By definition, at least mine, a salesperson is someone who sells your goods or services and earns a
Mustang in the San Fernando Valley Business Journal
Brand Management
By Scott HarrisArticle written for the San Fernando Valley Business Journal. Brand management is a focused marketing effort for protecting and increasing positive awareness of a company’s brand, and ultimately improving brand equity (its value as an asset to the company). In many cases, brand equity is a company’s most valuable asset and should be
Communications Audit
By Scott HarrisArticle written for the San Fernando Valley Business Journal. A few years ago I was performing a communications audit for a large Japanese manufacturing company whose U.S. headquarters were in the San Fernando Valley. Early on we found that they had been spending over $100,000 per year to advertise in business-to-business magazines –