Five ways to finish strong in 2012
Michael McDermott
Marketing is a marathon, not a sprint, but maximizing brand value and equity demands a strong finish as the year winds down. The last four months of the year are an especially interesting time for marketers because the needs of their target audiences shift as they prepare for winter and the coming holidays, says Luke Kachersky, director of research and assistant professor of marketing at Fordham University's Center for Positive Marketing. "Brands and what they offer often serve a higher purpose in people's lives than they might during other times of...