Trish Lambert (http://www.trishlambert.com), principal of 4R Marketing, is a virtual marketing consultant offering content creation and marketing project management to service businesses. Very much a "non-conformist" in the marketing world, Trish produces measurable results with marketing that drives revenues for her customers.

On the surface, integrated marketing is simply a coordinated marketing message across different media, but it is actually much more.

Subvert the Dominant Paradigm. That has been one of my guiding mottoes since I first saw it on a bumper sticker at a street fair stall years ago.

The marketing function in any business has a high expense profile. This is due in large part to the need for an array of marketing materials—known in “marketing speak” as collaterals. The purpose of c...

Owning and operating your own business is like having a lawn: It demands your attention whether you like it or not. Over and above doing what you started the business for in the first place-presumably...

Here is an example of lousy customer service in a dog grooming salon that (unfortunately) translates all too well to too many service businesses.