Vol. 7, Issue 3
Connecting Brand Resonance to Shareholder Value Creation
Brand resonance is the connection that develops between a brand and its customer and is considered a significant driver of brand equity. Find out how to use it to strengthen the bonds between a brand and consumer to lead to value-creating outcomes…
- Vol. 7, Issue 3Connecting Brand Resonance to Shareholder Value CreationView
- Vol. 7, Issue 2Best Practices Emerge from the Chaos of Digital Marketing MetricsView
- Vol. 7, Issue 1How Do You Know to Spend LESS or MORE? – Measure Your LeverageView
- Vol. 6, Issue 4Strategic Marketing Resource Allocation: When Process Trumps PoliticsView
- Vol. 6, Issue 3How to Make a Strong Business Case for MarketingView
- Vol. 6, Issue 2How to Measure InnovationView
- Vol. 6, Issue 1What to Cut: How to Make Smarter Decisions and Do More With LessView
- Vol. 5, Issue 3Five Questions That Frame the Path of Measurement InsightView
- Vol. 5, Issue 2Marketing Budgets: Breaking the Cycle of Insanity for Next Year's PlanView
- Vol. 5, Issue 1How Do You Measure "Engagement"?View
- Vol. 4, Issue 4How Can You (Re)Build Trust in Research as a Measurement Tool?View
- Vol. 4, Issue 3Searching for Better Planning Assumptions? Start With the UnknownsView
- Vol. 4, Issue 2Bridging Islands of Facts in an Ocean of UncertaintyView
- Vol. 4, Issue 1Bridging Short- and Long-Term Investments in a Financial ContextView
- Vol. 3, Issue 3Is There a Reliable Way to Measure Word-of-Mouth Marketing?View
- Vol. 3, Issue 2Can You Measure "Return on Reputation"?View
- Commonly Used Reputation Measurement Tools
- 100 Measurement Stories Don’t Add Up to Any Great Insight
- FedEx's Reputation: Its Bottom Line Absolutely Positively Depends on It
- Corporate Reputation: Assessing the Impact of Your Next Investment
- Engagement: The Emperor’s New Clothes?
- Myths and Truths About Advertising Effectiveness
- Commonly Used Reputation Measurement Tools
- Vol. 3, Issue 1B2B Marketing Measurement: Can it Work?View
- Vol. 2, Issue 4How Can You Measure "Loyalty"?View
- Vol. 2, Issue 3Can You Link Your Brand to the Bottom Line?View
- Vol. 2, Issue 2Do You Need a Marketing Knowledge Base?View
- Vol. 2, Issue 1Is it Time for a New Marketing Organization?View
- Creating Measurement Discipline in Retail Marketing
- Allocating Headcount When Data is Lacking but Opinions Aren't
- 6 Primary Obstacles to Marketing Measurement
- 3 Ways to Structure Marketing Measurement Resources
- Is It Time for a New Marketing Organization?
- Note to CMOs: Get a Contract
- Will These New Technologies Simplify Measuring Marketing Effectiveness?
- Creating Measurement Discipline in Retail Marketing
- Vol. 1, Issue 6Marketing Out of Alignment? Check Your DashboardView
- ESPN: Measuring ROI for Promotions, Expanding Learnings to Diverse Media
- Q&A with Donald R. Lehmann (Former Executive Director - MSI)
- Breaking Traffic Jams in Strategy Development
- Using Radar to Find Competitive Advantage
- Hilton Drives Premium Marketing Performance from Balanced Scorecard
- Unisys Overcomes 6 Common Dashboard Mistakes
- Don't Waste Time with Brand Valuation
- Marketing Performance Out of Alignment? A Good Dashboard Will Focus and Inspire
- The Balanced Scorecard: Prelude to a Marketing Dashboard
- The Relevance of Rigor
- ESPN: Measuring ROI for Promotions, Expanding Learnings to Diverse Media
- Vol. 1, Issue 5Accelerating the Test and Learn CycleView
- Vol. 1, Issue 4How Six Sigma Should Work for MarketingView
- Creating Market Advantage with Delighters
- Customer Velocity: Measuring the Rate of Change for Customer Profitability
- Finding Drivers Without Data
- ServiceMaster: Voice of the Customer Says "It's OK to Increase Prices"
- Six Sigma Meets Myers-Briggs
- Q&A with Scott Fuson (Dow Corning)
- Q&A with Tim Ambler (London School of Business)
- Making Six Sigma Work FOR Marketing: 2 Good Places to Start
- Making Six Sigma Work IN Marketing: 7 Things the Black Belt Can Do
- Overview of Six Sigma
- Six Sigma and Marketing: Mind the Gap
- Creating Market Advantage with Delighters
- Vol. 1, Issue 35 Ways to Improve the Accuracy of Your ForecastingView
- Vol. 1, Issue 2Measuring ROI - Where are you on the Ladder of Insight?View
- Vol. 1, Issue 1How Much Unnecessary Risk is in Your Marketing Plan?View
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