marketers

Presentation: Thoughts on Marketing Accountability

by: Alain Thys

In the 20 years I've been in business, keeping score has been simple.  When I hit double-digit growth and profit numbers for Mexx or Reebok ... times were good. When my dot-com incubator imploded ... times were bad.  Yet for the years I've had "marketer" on my business card, I've never been able to figure out whether the near € 100 million I've helped burn, really made a difference.  And that bothers me.

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Business Week Checks Marketers' Pulse

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Thought of the Day

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Dear Marketers, Stop Creating Replicas Of Your Shops In SecondLife

by: Karl Long

In what appears to be the greatest lack of imagination since someone put a radio show on television marketers continue to build shops in secondlife. Just stop it, secondlife is an environment where you can build anything, ANYTHING, replicas of buildings are about the most mundane thing you can possibly build there.

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Neuromarketing and Education

by: Roger Dooley

Kathy Sierra wrote an interesting post, Marketing should be education, education should be marketing, that suggests what educators really need is more fMRI data.

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Earn a Seat at the Revenue Table – Part II

by: Jon Miller

In Earn a Seat at the Revenue Table – Part 1, I asked how can marketers take more control over the revenue process, build the respect of their organizational peers, and earn a seat at the revenue table.

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Earn a Seat at the Revenue Table – Part I

by: Jon Miller

Who is in charge of revenue at your company?

In most B2B companies, the Sales Department owns the revenue pipeline. Marketing may play a supporting role by supplying leads (that probably get ignored). But in these companies, Sales controls the revenue process and is accountable for top-line growth. As a result, Sales holds the most political power of any function.

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Growth Champions

by: Jon Miller

Strategy+Business had a great article in their summer issue by Edward Landry, Andrew Tipping, and Jay Kumar from the consultancy Booz Allen Hamilton.

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Trying to Market Music? Don't Try to Predict Hits

by: John Caddell

This month's Harvard Business Review discusses a study by three Columbia academics on the effect of social influence on selecting music ("Marketing in an Unpredictable World" - $$).

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News Flash: You Have to Observe and Listen to Customers to Create Great Products

by: John Caddell

Yesterday's New York Times business section featured an article describing a hedge fund, a design firm and a software maker who found success by carefully watching and listening to customers, interpreting their input, and using that information to guide their investment decisions/design choices/marketing decisions.

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