Harvard Business Review

JULY 25, 2017

Companies spend a lot on marketing communications. And more fundamentally, does marketing actually work? Marketing ROI analysis can help answer those questions. What is Marketing ROI, and How Do Companies Use It? Avery explains that it is also referred to by its acronym, MROI, or as return on marketing investment (ROMI).

ROI 8

ROI Marketing Marketing Mix Cost of Capital 8

In the CEO Afterlife

AUGUST 6, 2013

Never in the history of marketing has there been so much talk about branding. The conversation in the world of branding is well beyond product and service brand discussion by marketers and ad agencies. I remain impressed with the ongoing success of P&G, L’Oreal, Nike, Whole Foods, Pernod Ricard, Apple, and Starbucks.

Brand 260

Brand P&L Human Resources Brand Management 260

Harvard Business Review

AUGUST 5, 2014

Instead, the last few years have seen a proliferation of C-suite titles that include a component of marketing. This diversity reflects not only a deepening understanding of the connection between growth and customer satisfaction, but a much greater awareness of what marketing can do to help forge that bond.

P&L 11

P&L Banking Marketing Call Center 11

Harvard Business Review

FEBRUARY 13, 2012

I've written about the rising significance of soft skills, including in the March 2011 issue of HBR (coauthored with Kevin L. The CIO has to know what's going on in finance and marketing, for instance, and P&L experience is important even for support functions like human resources.

Execution 15

Execution P&L CFO Globalization 15

Ask Atma

MAY 20, 2012

E.g. take a team of developers to tour an abattoir, take the human resource team to a museum exhibit on ancient Egypt, or take legal on an outing to a flower show. The more trust that exists between players, the more efficiently the system, market, or organization will work. Is substantive information easily accessible?

Team 52

Team How To Knowledge Management Self-aware 52

Strategy Driven

DECEMBER 2, 2019

Technology has provided us with unprecedented advances, information, knowledge, instant access and entertainment. However, a company’s biggest expense doesn’t show on a P&L, at least not directly. Reallocate advertising and marketing dollars to customer experience. Traditional branding is an old paradigm.

Company 69

Company P&L Bottom-up Advertising 69

Harvard Business Review

JANUARY 29, 2015

CEO Jeff Immelt declared in 2011 that GE needed to become a software and analytics company or risk seeing its hardware products become commodities as information-based competitors took over. ” Jennifer Waldo , Head of Global Human Resources, GE Software Center, was at the epicenter of GE’s recruiting challenge.

Software 8

Software Six Sigma Insourcing P&L 8