Harvard Business Review

MARCH 22, 2017

What makes marketing creative? Is a creative marketer more artist or entrepreneur? Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. But marketing, like other corporate functions, has become more complex and rigorous.

Creativity 14

Creativity Marketing Agility Budgeting 14

Harvard Business Review

NOVEMBER 23, 2018

They pursued a variety of tactics before the recession that were designed to fortify the firm when the downturn hit – moves both within sales and beyond like adding a low-cost channel to serve small accounts or simplifying the product assortment. Digital tools can also open new go-to-market approaches. Zero-base sales capacity.

Team 12

Team Price B2B Tools 12

Harvard Business Review

APRIL 26, 2011

And while these companies were the first to acknowledge the business benefits of delivering a great customer experience, business-to-business (B2B) organizations are increasingly getting in on the game. Often, the best way for B2B companies to satisfy the multitude of business customers is to focus on the needs of their customers' customers.

B2B 15

B2B Airlines Travel Stage-Gate 15

Harvard Business Review

NOVEMBER 20, 2018

For one thing, in an era when trust in traditional sources has eroded — in government, media, and in companies and the marketing they employ — word-of-mouth from trusted peers wields greater clout than ever. Around 2005, marketing became a bigger force driving growth. For another, the funnel fails to capture momentum.

B2C 14

B2C Energy Marketing B2B 14

Harvard Business Review

JANUARY 9, 2014

On the most effective sales teams, particularly B2B, the individual no longer reigns supreme. Collaboration is better not only among the reps selling into different parts of that customer organization but also across the product and marketing teams charged with building and positioning broader solutions for the customer.

Team 11

Team Metrics Compliance Attrition 11

Harvard Business Review

JUNE 6, 2013

This talent is lacking in the Chinese market where "executives tend to see business deals in transactional, not in relationship terms," as Brooks says. This observation is important because there are Chinese firms that seem to have everything to win globally except for branding and marketing. He notes that U.S.

Brand 8

Brand Globalization Brand Management Long-term 8

Miles Anthony Smith

NOVEMBER 7, 2019

65 Content Marketers List the 44 Content Marketing Agencies Crushing It (Plus 70 Tips & 78 Myths Dispelled) ​Digital marketing is becoming harder to ignore as we now live in a world of internet ubiquity. Click "READ MORE" to see the 44 content marketing agencies and 70 related tips from the experts!

Marketing 105

Marketing Content Audience Brand 105