Michael Fischler

Michael Fischler is founder and principal consultant of Markitek Consulting, which for nearly a decade has provided consulting services to companies around the world, from startups and small companies to giants like Kodak and Pirelli. Michael's approach to marketing revolves around the integration of the core marketing disciplines: strategic, tactical, operational, and technological. He is a 25-year veteran of marketing and a frequent speaker at business and marketing conferences worldwide. Hecan be reached at 310-842-7945 or by email.

Recent articles by Michael Fischler

Want Five Sure-Fire Marketing Rules?
In search of sure-fire marketing rules? Then this article isn't for you. Some marketing gurus claim they've nailed down "rules" guaranteeing success in any and all industries. Mike claims that what worked for Frank will sink Mary faster than a hole in a rubber duckie. May 7, 2001

You Say We've Had a Revolution?
The Internet's impact on at least one aspect of commercial life bears a remarkable resemblance to the telegraph's impact on the same: That earlier "revolution" didn't change the nature of business and marketing strategies, and the Internet "revolution" won't, either. Apr 9, 2001

Don't Get on This Bandwagon
The Web doesn't work miracles. It doesn't level the playing field or bring the little guy into the big leagues. But just because everyone else is scrambling onto the doom-and-gloom bandwagon doesn't mean it's time to get out of the game. Mar 5, 2001

Choose Your Weapons Wisely
No marketer should go into any program without some tips on how to choose the right weapon for a successful marketing strategy. Jan 8, 2001

The Level Playing Field Is an Empty Lot
It turns out the early enthusiasts were right: The World Wide Web really does level the playing field. And it's leveling one company after another right to the ground. Dec 14, 2000

Marketing: More Science Than Art
Marketing is more than a necessary evil, and it's more than a cash sinkhole of ads and brochures. Is this fact or fiction? Or is it the future? Nov 16, 2000

Where Does the Net Buck Stop?
Building a Net-accessible business - which includes but is hardly limited to a web site - is expensive, time-consuming, technically complex, resource intensive, and deeply dependent on top-tier project management. A Net initiative is a technology implementation project, not an HTML/JavaScript execution. We as marketers need to take an IT approach to the ponderous task of implementing a successful Net project. Mike reminds us to take a formalized approach to the work we're all doing. Oct 17, 2000

Let's Drive Over to Amazon and See What's New
Amazon.com. Here is a company that, operationally, is unparalleled. The folks there do everything right. They market on the web and via email brilliantly. They fulfill virtually flawlessly. They deliver everything they promise. But why doesn't Amazon.com make money? Maybe because it has overlooked a core marketing reality: People don't change to meet the capabilities of technology; technology changes to meet the needs of people. Sep 12, 2000

Information Highway: Exit 404
Every touchpoint - even those that come from mistakes - is an opportunity. Quality business can be generated when you fall on your face entirely - if you've learned how to land. On the web, the most prevalent "mistake" is the omnipresent 404 page. So let's take a couple of minutes and consider some ways to handle 404 pages - ways to turn them into opportunities to win new customers. Aug 7, 2000

Referrer Madness
Referrer logs can be one of a web marketer's most useful weapons. Mike explains the referrer log itself, highlights its contents, and shares three ways to use the information to further your online marketing. Not every webmaster or Internet service provider (ISP) makes referrer log information automatically available; you have to ask for it specifically. Tell your webmaster or ISP that you want "extended format" logging. And if your request for referrer logs doesn't register, consider changing ISPs. Jul 10, 2000

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