Topics
Forecasting & Planning
Most marketers are insecure about their ability to forecast accurately. Here are a few terrific resources to help you step-by-step through the process and build credible forecasts that engender serious respect.
November 18, 2008
Q&A with Jonathan Knowles: Vulcans, Earthlings and MarketingROI
Jonathan Knowles, author of Vulcans, Earthlings and Marketing ROI shares his thoughts on the relationship between marketing and finance.
Read MoreJanuary 30, 2008
Q&A with Dr. Sam Savage (Stanford)
Consulting professor at Stanford University and president of AnalyCorp talks about "disciplined intuition" to the marketing function and improving your "seat-of-the-pants" instincts.
Read MoreMarch 26, 2007
Q&A with Kevin Lane Keller (Tuck): Connecting Brand Value to Shareholder Value
We picked the brain of Kevin Lane Keller — one of today’s top brand management thought leaders — on some of the issues that surround the struggle to link branding investments to financial value creation.
December 5, 2006
Q&A with Tom O'Toole (Hyatt)
We sat down with Hyatt’s dually talented Tom O’Toole, who performs both CMO and CIO duties for the hotel chain, to get some advice on how marketers should be approaching IT for help, particularly in the arena of enabling credible measurement.
Read MoreMarch 30, 2006
Q&A with Diane Gulyas (DuPont)
DuPont CMO Diane Gulyas shares some perspective on the evolving role of corporate marketing in one of the largest B2B marketers.
Read MoreApril 6, 2004
Q&A with Robert Shaw
Robert Shaw bemoans the fact that concern for marketing metrics and accountability has not improved greatly. But he does see hope for the future.
Read MoreApril 6, 2004
Q&A with Jeff Manning (California Milk Processor Board)
Got Milk? Got sick of the "Got Milk?" spin-offs? If so, you can thank this man, Jeff Manning, for being instrumental to one of the all-time great advertising campaigns. In this interview he sheds some light on the origins and ongoing success of the campaign.
Read MoreNovember 6, 2003
Q&A with Glenn Koller (BP Amoco)
Author and risk management guru for BP Amoco discusses why marketing professionals often overlook risk management and how it hurts them in the boardroom.
Read MoreNovember 6, 2003
Q&A with Doug Rose (QVC)
The VP of merchandise branding development for QVC discusses the challenges of swimming in customer data without drowning. Hint: It's all about the experience.
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