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. ” Measuring the lag time associated with most marketing spending is another common challenge.

ROI 8

ROI Marketing Marketing Mix Cost of Capital 8

Harvard Business Review

AUGUST 14, 2012

Segmentation is a powerful tool, but it only works if you have the ability to treat different customers differently — and many consumer products and services companies don't (at least if they are honest with themselves). Marketing mix portfolio modeling. Attrition modeling (and taking the necessary actions to avoid it).

Objective 12

Objective Attrition Workshop Retail 12

Harvard Business Review

JULY 15, 2014

The historian held the keys to drawer after drawer of artifacts from every era of the company’s existence — sewing machines, product sketches, vintage ephemera, love letters from fans, even the world’s oldest pair of dungarees. Given the skills and span of responsibility required, this function should sit in the marketing department.

Marketing 9

Marketing Storytelling Brand Marketing Mix 9

Harvard Business Review

MARCH 14, 2013

The answer that emerged in the late 1940s was a thoughtful 'marketing mix' which gave rise in 1960 to the most famous concept in marketing history: the 4 Ps — Product, Price, Promotion, and Place. And in that era, marketing and strategy looked a lot different.

Marketing 8

Marketing Strategy Company Definition 8

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 29, 2013

Next, they find a positioning that goes beyond describing product attributes to address the motivation. It has spawned more than 70 TV ads, hundreds of outdoor and print ads, and numerous other adaptations across the marketing mix. Coca-Cola has similarly embraced the glocal model.

Advertising 8

Advertising Glocalization Globalization Brand 8

Harvard Business Review

OCTOBER 10, 2014

Customers can use the ColorIQ service to find the best shade of makeup for their skin, access preferences in their profile, see recommended products in the mobile app, and discuss tips and techniques with experts and peers through the online community. First, they create value for people beyond the products being sold.

Media 8

Media B2B Disintermediation Content 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 8

CEO Marketing Hotels Long-term 8

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