Harvard Business Review

AUGUST 14, 2012

What I did, therefore, for the telecom team was to draw up a quick list of capabilities an organization might choose to develop in the customer intelligence domain. Marketing mix portfolio modeling. What's your biggest problem in customer intelligence, and what does it mean for what applications you need to develop?

Objective 15

Objective Attrition Workshop Retail 15

Harvard Business Review

JULY 15, 2014

Making these past and present narratives accessible to current and future audiences is an important role because it captures the spirit of the organization and uses that to develop an even stronger brand. Given the skills and span of responsibility required, this function should sit in the marketing department.

Marketing 14

Marketing Storytelling Brand Marketing Mix 14

Harvard Business Review

MARCH 29, 2013

It has spawned more than 70 TV ads, hundreds of outdoor and print ads, and numerous other adaptations across the marketing mix. The company's "freedom within a framework" marketing philosophy epitomizes a successful glocal mindset and organizational culture and architecture. Coca-Cola has similarly embraced the glocal model.

Advertising 9

Advertising Glocalization Globalization Brand 9

Harvard Business Review

JULY 25, 2017

Avery explains that it is also referred to by its acronym, MROI, or as return on marketing investment (ROMI). It can be used to assess the return of a specific marketing program, or the firm’s overall marketing mix.

ROI 9

ROI Marketing Marketing Mix Short-term 9

Harvard Business Review

MARCH 18, 2013

Read on for their answers: Christa Carone - Chief Marketing Officer, Xerox Corporation. The challenge we're seeing is that "paid" is no longer the hero in the marketing mix. To really engage in conversations with stakeholders, brands are developing and curating quality content that cuts through the clutter.

Advertising 10

Advertising Marketing Storytelling Brand 10

Harvard Business Review

APRIL 30, 2013

For example, we are building a development platform for the iPad, and defining how it will interact with our electronic medical record system. We''ve reshaped our marketing mix to reflect this new patient behavior. But it actually creates freedom within a structure.

Operations 8

Operations Customer Intimacy Supply Chain Wiersema 8

Harvard Business Review

MARCH 14, 2013

Marketing came out of sales: given that a company wanted to sell stuff to customers, how could it think about doing that in an intellectually rigorous and planned way? That is probably Greg's organizational experience.

Marketing 8

Marketing Strategy Company Definition 8

Harvard Business Review

DECEMBER 24, 2015

The Content Marketing Institute reports that social media marketing can help B2B brands build awareness and showcase their expertise. McKinsey points out that social media is a great place for B2B marketers to uncover early intelligence on competitor developments and on customer problems, needs, and beliefs.

B2B 8

B2B Media B2C Marketing 8

Harvard Business Review

JUNE 20, 2014

But she also realized that the company needed to develop greater marketing muscle to drive a commercial transformation. As she put it, “Our markets are going through dynamic change. It must be marketing. Develop—and stick to—a marketing blueprint. Who should lead our transformation?

CEO 9

CEO Marketing Hotels Long-term 9

Harvard Business Review

OCTOBER 10, 2014

In the sporting goods industry, Nike has created the Nike+ running community while UnderArmour is developing an owned media strategy around its recent acquisition of MapMyFitness. But if you want to truly be disruptive, it’s time to rethink owned media and make it a more strategic part of your marketing mix.

Media 9

Media B2B Disintermediation Content 9

Harvard Business Review

JULY 24, 2015

Instead, most publishers rely on the author to move copies by selling to his corporate clients, or her personal email list, leaving authors to wonder what, if anything, they’re adding to the marketing mix.

Short-term 8

Short-term Long-term Audience Brand 8