For Marketing Leadership Professionals

Integrated Marketing Strategies For Low-Consideration Brands

by David M. Cooperstein, September 1, 2009

Consumers' relationships with butter, detergent, or cotton balls are fleeting. But these consumers are engaged in topics like cooking, cleaning, and beauty, which indirectly drive interest in products in low-consideration categories. As social media penetration . . .

How Sidgmore Can Bring Life Back To WorldCom

by David M. Cooperstein, Carl D. Howe, Christopher Mines, April 30, 2002

With Ebbers out and Sidgmore in, the visionary style that made UUNET and MFS such hot properties returns to the market. To save WorldCom from extinction or acquisition, the ship needs innovation to right itself, and to use MCI as ballast.

Carriers' Collaboration Play

by David M. Cooperstein, Maribel D. Lopez, Jennifer Schaeffer, Gregory J. Scaffidi, February 25, 2002

Collaboration ties together disparate communications modes like instant messaging, conferencing, and workflow. Only telecom providers have the right infrastructure to make collaboration cost-effective.

Bankruptcies Will Deepen The Telecom Crisis In '02

by David M. Cooperstein, February 1, 2002

The latest round of telecom bankruptcies will deepen the telecom crisis for gear makers, boost bandwidth prices, and weaken the questionable reputations of the dealmakers. ILECs will use strong balance sheets to make the most of the turmoil.

VeriSign Fuses Voice And Data Verification

by David M. Cooperstein, September 28, 2001

With the purchase of Illuminet, VeriSign extends its reach from Internet-certificate authority to become a single source for voice and data verification. This is a wise move: VeriSign now bridges both networks to deliver converged voice and data applications.

Excite@Home Should Survive Behind The Scenes

by David M. Cooperstein, August 21, 2001

The largest broadband provider in the US is on the brink of financial ruin. Excite@Home's cable partners should pony up more funding for its broadband access network and put the Excite portal business on the pyre.

AOL Mobile Will Bring AT&T Wireless To Consumers

by David M. Cooperstein, June 28, 2001

AOL Mobile and AT&T Wireless agreed to extend their relationship from a mobile portal deal to cobranded data service. AOL should use its knowledge to shield consumers from clunky interfaces as it grows overall demand for wireless data services.