HAMILTON E-NEWSLETTER
February 28, 2002

Is your company hitting the Sales Force Growth Barrier?
Many maturing businesses miss one of the most obvious revenue enhancement opportunities-increasing the size of the sales force. Hamilton argues that resistance to sales force growth can be unfounded and widespread--from senior management on down to individual salespeople. Building knowledge and changing incentives are the keys to overcoming resistance to something so useful to healthy growth.

Is your brand strong enough to turn your customers into brand evangelists?
Kevin Keller, Dartmouth Tuck School professor, presents a new approach to building and evaluating brand equity-the Customer-Based Brand Equity (CBBE) model. This model describes building brand equity as a four-step process that encompasses all of the customers' thoughts and feelings about the brand.

The Four P's of marketing--meeting new challenges with a classic approach.
In this recent article in Investor's Business Daily, Will Rodgers, Hamilton president, teams up with Philip Kotler, Northwestern Kellogg School marketing professor, in affirming the continuing relevance of the "Four P's" of marketing.

Hamilton has moved! Our new address is 104 Mt. Auburn St. in Cambridge. (Our phone numbers remain the same.) If you're in town, stop by to see our new offices.
Click here to view directions and a map.

CLICK ON THE HEADLINES to view the full text of Hamilton's article or the summary of the article above.

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