Kevin W. Brown, M.B.A. is author of over 100 articles in publications such as “The Orange County Register,” the “Orange County Business Journal,” “OC Metro,” “The Gavel,” and “Marketing Strategies.”
This month’s feature article: Why “Cookie-Cutters” Don’t Work in Marketing
Some of his other recent articles include:
MARKETING MANAGEMENT:
♦ Strategic Advertising
♦ Marketing: More than shopping for new business
♦ “Marketing: The Ultimate Anti-Recession Tool” — reprinted with permission from the Orange County Bar Association, published in “Orange County Lawyer” magazine. Even with a recessionary economy, there are still numerous business opportunities in Southern California and those who market actively will be in a better position now and post-recession to gain new business. Having started Kevin Brown Marketing & Consulting in the midst of a recession in 1991, I saw first hand how these principles worked then, and I’ve continued to see verification as we’ve experienced economic ups and downs over the last two decades …
♦ “Selecting a Marketing Consultant” — Unfortunately, anyone can call themsleves a “marketing professional” — yet many who do lack even a degree in marketing! Check out their bios and you’ll often find a degree (if they have one) in journalism or communications, which is nice for a small area of marketing but certainly not the person you want to hire to advice you on business strategy. Why do people try to pull such stunts? Because a true marketing professional is highly desired — and so those with limited backgrounds (education and experience) try to fake their way into being considered. Typically, they only have experience in a limited area of marketing, such as advertising or PR or graphic design — and don’t have a Business degree — yet they want to do your Marketing Plan! So, how can you sort them out? …
♦ ”The Multiple Weaknesses of Fad Marketing” — reprinted with permission from “Strategies: The Journal of Legal Marketing,” published by the Legal Marketing Association.
♦ “How to Select a Full-Service Marketing Firm”
♦ “How to Choose an Advertising Agency”
INTERNET:
♦ “A Strategic Approach to Internet Marketing” — reprinted with permission from “Orange County Lawyer” magazine, published by the Orange County Bar Association.
♦ “E-Newsletters: A Valuable Tool to Generate New Business”
♦ “Websites: 25 Issues to Consider When Upgrading Your Site”
BUSINESS DEVELOPMENT:
♦ “7 Steps to Marketing During a Recession” — reprinted with permission from the “Orange Appeal” the official publication of the Orange County Chapter of the Association of Legal Administrators.
♦ “The Growth Factor – How to grow in a weak economy
♦ Targeting Profitable Markets
