What do these great marketing breakthroughs have in common?
• MasterCard “priceless”
• Energizer bunny
• “Got Milk?”
• Absolut ________
As 2011 planning season approaches, here are a few things you can do to increase the probability that you’ll get the resources you need for marketing to help drive the business goals. Before you go in with your request, work your way down this checklist:
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Raj Srivastava from Singapore Management University shares how to measure the value of, and to justify investments in, risk-mitigating market-based assets...
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Professor Roberts went through the steps of establishing appropriate marketing benchmarks. Such standards enable the design of actionable and ambitious forward plans and enable the realistic and insightful backward evaluation of past performance...
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Dear Dave,
We’re having some difficulties getting our marketing measurement process nailed down. There is enthusiasm across both our marketing and finance teams for getting to the right set of metrics, but a bit of a battle forming between two camps on which metrics we should be focusing on....
When responsibility for selecting critical marketing metrics gets delegated by the CMO to one of his or her direct reports, it sets of a series of unfortunate events...
Read MoreIn this age of technology, can ROI software substitute for diligent, disciplined work when it comes to measuring the payback on marketing?
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How to make sure your forecasts are smart, relevant and even accurate as the turn of the year (and decade) make forecasting an irresistible temptation...
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