HAMILTON E-NEWSLETTER
December 11, 2002

Regional Marketing: An Investment in Business Growth
The most fundamental job of marketing is to generate sales opportunities. Sometimes, however, good marketing organizations struggle because they are not sufficiently attuned to and aligned with variations between regional sales territories. This article describes when, how, and why a regional marketing presence can solve this problem and produce a healthy return on investment.

Focus on Customer Profitability to Close the Full-Potential Gap
In this classic article from 1995, Grant and Schlesinger contend that companies need to focus their organization on value exchange-the difference between the investment made in a customer relationship and the revenue and profit generated by that customer. By leveraging today's information technology to quantify this exchange, companies can systematically identify and implement ways to improve customer profitability.

Apply the AC²ID Test™ to Your Corporate Identities
In this recent article from the California Management Review, Greyser and Balmer assert that corporations typically have multiple identities, each of which is based on the perceptions of a different group of internal or external stakeholders. Failure to align these identities could result in critical problems either within the organization or in the marketplace.

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

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