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Al's Column

Al’s Column: Marketing to the modern woman

August 31/September 7; Volume 30/Number 6 By Kelly McDonald It has been called the “she-conomy”—the more than $5 trillion that U.S. women spend on consumer goods...

Al’s Column: Understanding your target consumer

Aug. 17/24; Volume 30/Number 5 By Phil Pond When it comes to any work environment in general, men and women tend to see themselves in some sort...

Al’s Column: U.S. DOL takes tough stance on worker classification

Aug. 3/10; Volume 30/Number 4 By Kathy Sibbald In recent years the United States Department of Labor (DOL), the Internal Revenue Service (IRS) and more than 35...

Al’s Column: Water vapor is invisible, but the problems are not

July 6/13; Volume 30/Number 2 By Peter Craig Your customer just picked out her new floor covering and can’t wait to have it installed to see how...

Al’s Column: Preventing flooring failures

June 29; Volume 30/Number 1 By Lew Migliore Flooring failures are all too common in the industry, but adhering to the following set of guidelines can...

Al’s Column: A woman’s way is the only way

June 8/15, 2015; Volume 30/Number 1 By Phil Pond Today, household decisions concerning everything from décor to the floor increasingly fall upon women. In fact, females...

Al’s Column: Questions about wood flooring you’re afraid to ask

April 13/20, 2015; Volume 29/Number 1 By Roy Reichow Many flooring professionals have gained knowledge in their field yet still have questions they may be embarrassed...

Al’s Column: Getting to know your customers

May 11/18, 2015; Volume 29/Number 3 By Paul Friederichsen and Brian Gracon During our educational session at The International Surface Event (TISE) 2015, we spoke with...

Al’s Column: Effective marketing execution

May 25/June 1, 2015; Volume 29/Number 4  By Paul Friederichsen and Brian Gracon During our educational session at The International Surface Event (TISE) 2015, we presented...

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