Readings
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The Marketing Organization and CMO |
CMO Thought Leaders: The Rise of the Strategic Marketer
Meet the chief marketing officers and other marketing leaders who have risen to the challenges of the new millennium. A team of experts from Booz & Company and the Association of National Advertisers (ANA) have conducted 15 revealing interviews with former and current marketing leaders at such household-name companies as Procter & Gamble, Bank of America, Google, Nokia, and FedEx.
Making the Perfect Marketer
A study from the Association of National Advertisers and Booz & Company suggests five ways to make marketing more relevant than ever.
Are CMOs Irrelevant?
Organization, Value, Accountability, and the New marketing Agenda
The Fall and Rise of the CMO
Chief marketing officers come in three new-and-improved flavors, exclusive Harvard research shows.
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The Innovation and Differentiation Challenge |
How Companies Turn Customers' Big Ideas into Innovations
The most effective product development and commercialization processes encourage dynamic communication and idea sharing among engineers, marketers, and customers.
Making Differentiation Make a Difference
By paying attention to what consumers really want, companies can attract new customers and create a distinctive brand.
How to Brand Sand
In commodity-goods markets, price is usually the only differentiator. But if you can brand those goods and bundle them with services, even bricks and sand can command premium prices. Here is how to turn commodities into branded goods.
The Innovator's Prescription: Raising Your Return on Innovation Investment
Each company has an intrinsic innovation effectiveness curve. Here are three ways to lift it.
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The Marketing and Operations Partnership |
Marketing and Operations: Can this Marriage be Saved?
Marketers worry about top-line revenue, while operations people fret about cost. Differentiated Service Policies allow them to coexist.
The Challenge of Customization: Bringing Operations and Marketing Together
Customers want more customized, personalized products and services, but companies struggle to cost-effectively deliver them. Improving communication and coordination between operations and sales and marketing is one critical path to profitable customization.
When Art Meets Science: The Challenge of ROI Marketing
These days, there’s more pressure than ever to make marketing more of a quantifiable science than an ephemeral art. In response, a new management discipline called ROI marketing is emerging to help businesses attain the highest possible return on their marketing investments.
The Better Half: The Artful Science of ROI Marketing
Advances in analytics, systems, processes, and organization design can converge to eliminate the waste from marketing.
Results-Driven Marketing: A Guide to Growth and Profits
A collection of articles covering each of the eight links of the marketing value chain: connecting with markets, understanding customers, moving beyond commodities, mastering brands, connecting with customers, building relationships, maximizing talent, and organizing for results-driven marketing. |
