Tanveer Naseer

FEBRUARY 12, 2013

Regardless of how it’s asked, “are we earning a return for our digital dollars” is a “hot button” marketing question poised by leaders, management and operating staff. Some measurements become indicators that help with operating and strategic direction. Other measurements provide hard ROI data.

CPA 273

CPA Organization Succession ROI 273

Tanveer Naseer

JANUARY 12, 2016

There is a change happening at the very top of the organizational hierarchy that, like a weather vane, reflects some of the fundamental changes happening across every organization and the marketplace they operate in. Marketing became part of a broader, social media dialogue taking place between a brand and its customers.

Organization 100

Organization Leadership Media Marketing Mix 100

Harvard Business Review

MARCH 5, 2012

These orbit brands are actively building new Customer Gravity Generators. Orbit brands are organized differently than traditional companies. Traditional brands are like artillery. Orbit brands are more like scientists building a supercollider. Google has its search engine and Gmail. Nike has Nike+ and NikeID.

Brand 15

Brand Marketing Mix Customer Loyalty Media 15

Harvard Business Review

JUNE 20, 2014

That series of interactions – or “ customer journeys ” – highlights a crucial issue in today’s business world: brands need to work across multiple functions to deliver a coordinated and consistent experience. Using brand equity trackers and marketing mix models, for example, the CMO can deliver reasonable estimates of long-term brand effects.

CEO 11

CEO Marketing Hotels Long-term 11

Harvard Business Review

MAY 9, 2013

What we need is a framework that helps us transcend the many different ways that consumers are connecting with brands and lets us see the bigger picture. To find the right marketing mix, we have to look at four elements of the modern media experience: 1. What if we tossed away the terms we have used to date? The Consumer.

Media 11

Media Marketing Advertising Marketing Mix 11

Harvard Business Review

APRIL 30, 2013

Most people think standard operating procedures are a strait jacket that limits their flexibility. As Chief Marketing Officer Paul Matsen told me, "We use enterprise-wide standards. There is one marketing communications team, and we work across all our institutes, such as heart and vascular, or cancer.

Operations 8

Operations Customer Intimacy Supply Chain Wiersema 8