If you’re thinking about recommending that your firm should be spending MORE on marketing during a down market, stop and consider the following.
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How to bridge short- and long-term payback more effectively.
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Here are four ways marketers can show how brand equity is a critical measure for demonstrating marketing’s role in adding to business value...
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Find out how to use a dashboard of metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions in Marketing Metrics: 50+ Metrics Every Executive Should Master, a book co-authored by Dave Reibstein.
Read MoreIt may be early in the budget cycle, but for many of us the request for cuts will start soon. We'll give you a few ideas for how to minimize the effect of the falling axe. A few moments of thought now can save lots of aggravation later in the year.
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We wade through some familiar waters to bring to the surface the real gems of Jeff Zabin and Gresh Brebach's book on attracting, retaining, and leveraging profitable customers.
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Tim Ambler of the London Business School makes the very thoughtful Marketing and the Bottom Line even thoughtfuller in this just-out second edition. A CMO must-read.
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