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

Harvard Business Review

AUGUST 22, 2012

There's a new battleground, though: With around 300 million Chinese using social media platforms — more than those in any other country — websites like QZone and Sina Weibo have now become critical to the marketing mix. Most marketers are therefore trying to engage with the increasingly affluent social media user.

Media 15

Media Marketing Sample Brand 15

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 10

Marketing Storytelling Brand Marketing Mix 10

Harvard Business Review

MARCH 14, 2013

One of the Amazon reviewers, 'Greg' , said lovely, positive things about the book, but ranked it a 4 because: "I seriously question whether this is a strategy book or a marketing book. belong to marketing.". In his head, I am sure Greg has a definition of marketing and the book reflects his definition of marketing.

Marketing 8

Marketing Strategy Company Definition 8

Strategy Driven

DECEMBER 6, 2010

gives you the tools to take an eclectic approach to your marketing, and pick the best, most wildly successful marketing methods – traditional, online, or both — to win at achieving your marketing goals. Combine social media with traditional marketing techniques for breakthrough results! And the Clients Went Wild!

Wilde 50

Wilde Real Estate Discount Advertising 50

Deming Institute

FEBRUARY 15, 2016

That doesn’t mean you can’t make mistakes, for sure it will be hard to build a perfect product. But you need to define the basics right: be organized, collect the right information on time, and improve your product and services in a lean way. Marketing mix. 6 Sigma Statistical tools to analyze Market data BCG matrix.

Deming 28

Deming SWOT Root Cause Analysis TRIZ 28

Strategy Driven

NOVEMBER 29, 2010

If you’re using the same old marketing strategies today because they brought in business in years past, you’re in danger of being pummeled by your competition. Combine social media with traditional marketing techniques for breakthrough results! Perfect your marketing mix and win with …And the Clients Went Wild!

Wilde 62

Wilde Tactics Advertising Brand 62

Strategy Driven

FEBRUARY 7, 2011

gives you the tools to take an eclectic approach to your marketing, and pick the best, most wildly successful marketing methods – traditional, online, or both — to win at achieving your marketing goals. Combine social media with traditional marketing techniques for breakthrough results! And the Clients Went Wild!

Wilde 50

Wilde Newsletter Marketing Motivation 50

Harvard Business Review

APRIL 23, 2012

When a consumer product company wants to know how a new product or new marketing campaign will perform, it doesn't rely solely on traditional market research surveys. It goes to test markets. It also provides the test bed for optimizing the marketing mix to support the full-scale launch.

Business Model 14

Business Model Marketing Mix Retail Entrepreneur 14

Harvard Business Review

MARCH 5, 2012

Where traditional companies push out messages and products, these companies pull customers in. Each has a different approach, but the result is the same: customer-initiated touchpoints between transactions, and the creation of value beyond just product. You don't need to be a product company. Apple has iTunes and the App Store.

Brand 14

Brand Marketing Mix Customer Loyalty Media 14

Harvard Business Review

AUGUST 9, 2016

All this means it takes marketers too long to get important information that could make a real difference to the customer experience—and the bottom line. Read more from Google Analytics 360 Suite: Rethinking Marketing Measurement from the Ground Up. Marketing Analytics Can Improve the Customer Experience.

Survey 8

Survey Content Marketing Marketing Mix 8

Harvard Business Review

APRIL 26, 2011

We all know that really good designers somehow think differently from you and me about new products. Most insight, because it relies so heavily on asking consumers, only deals with improvements to known/ existing products and services (I'd like it bigger, cheaper, quicker, smaller, etc). Insight: They Look at What We. Don't Know.

Supply Chain 16

Supply Chain Marketing Mix Simon Innovation 16

Harvard Business Review

OCTOBER 10, 2014

Marketers often distinguish between paid, earned, and owned media. We can see how content, community, and context come together in the owned media strategies of today’s most innovative marketers. First, they create value for people beyond the products being sold. Owned media can be used in B2B as well.

Media 8

Media B2B Disintermediation Content 8

Harvard Business Review

OCTOBER 19, 2015

When your team reviews web analytics in your monthly marketing meeting, the person in charge of analytics reports says, “We got 123,456 visitors to our website this month.” By doing so you can make better decisions about how to leverage your limited marketing resources. Referral traffic from PR or content marketing.

Metrics 8

Metrics Disaggregation Real Estate Kahneman 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. And she put marketing in charge of an organization-wide growth program. Who should lead our transformation?

CEO 8

CEO Marketing Hotels Long-term 8

Harvard Business Review

AUGUST 21, 2014

Their economics greatly resemble those of mail order catalogs—in fact, many e-commerce businesses continue to use catalogs in their marketing mix—and they aren’t all favorable. E-commerce companies ship to customers from large, expensive, highly productive fulfillment centers. (A All show similar trends.

Retail 8

Retail Price Forrester Merchandising 8

Strategy Driven

NOVEMBER 13, 2019

it’s because they have crafted an impeccable marketing communication strategy. Marketing communication strategy is a broad term that covers so many small aspects. However, you should not miss out on the following must-haves while designing a marketing communication plan for your company. Identify Your Target Audience.

Marketing 11

Marketing USP Strategy Audience 11

Harvard Business Review

JULY 24, 2015

Many authors appreciate the turnkey services publishers provide such as distribution, design, marketing, foreign rights sales, and editing. It’s become accepted wisdom among authors that you are responsible for publicizing your book (and that it’s a terrible mistake to rely solely on your publisher to market it for you).

Short-term 8

Short-term Long-term Audience Brand 8

Harvard Business Review

DECEMBER 24, 2015

But social media marketing can offer B2B marketers a range of benefits if they take advantage of it, from increasing engagement and influencing decision making before the sales call to customizing sales messages and enhancing their company’s reputation. Instead of ignoring social efforts, they need to engage.

B2B 8

B2B Media B2C Marketing 8

Harvard Business Review

APRIL 1, 2013

What marketers seem to be missing is that Boomer women are actually outspending younger generations online — and not on the products that might come to mind when you picture the 50+ set. They are buying beauty products, electronics, experiences, vacations, and health products.

Marketing 8

Marketing Freedman Forrester Fashion 8

Harvard Business Review

NOVEMBER 24, 2010

The most disruptive, unforeseen, and just plain awesome breakthroughs, that reimagine, reinvent, and reconceive a product, a company, a market, an industry, or perhaps even an entire economy rarely come from the single-minded pursuit of the busier and busier busywork of "business." So throw Frederick W. After "what", ask "which."

Short-term 15

Short-term Mass Marketing Marketing Mix Taylorism 15

Harvard Business Review

NOVEMBER 24, 2010

The most disruptive, unforeseen, and just plain awesome breakthroughs, that reimagine, reinvent, and reconceive a product, a company, a market, an industry, or perhaps even an entire economy rarely come from the single-minded pursuit of the busier and busier busywork of "business." So throw Frederick W. After "what", ask "which."

Short-term 15

Short-term Guidelines Mass Marketing Telecommunications 15

Harvard Business Review

MARCH 29, 2013

With increasing heterogeneity in every market and global exposure just one tweet away, all brands, even local ones, must begin to think globally or suffer the consequences. Though the ad never aired in China, the use of Gere, a pro-Tibet activist, outraged Chinese consumers and caused Fiat to lose traction in the booming Chinese auto market.

Advertising 8

Advertising Glocalization Globalization Brand 8

Harvard Business Review

APRIL 30, 2013

As Chief Marketing Officer Paul Matsen told me, "We use enterprise-wide standards. There is one marketing communications team, and we work across all our institutes, such as heart and vascular, or cancer. Another example at Cleveland Clinic is in search engine marketing.

Operations 8

Operations Customer Intimacy Supply Chain Wiersema 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