Harvard Business Review

OCTOBER 10, 2014

Marketers often distinguish between paid, earned, and owned media. Paid and earned get most of the attention, but the new battleground is going to be owned media. If you want to get ahead, and stay ahead, you need to rethink your owned media strategy. Social media is usually treated as owned and earned.

Media 8

Media B2B Disintermediation Content 8

Strategy Driven

NOVEMBER 29, 2010

Combine social media with traditional marketing techniques for breakthrough results! While social media is doing much to change the marketing landscape, it doesn’t mean you have to take an either/or approach between it and more traditional methods. Do what works!

Wilde 62

Wilde Tactics Advertising Brand 62

Harvard Business Review

JULY 15, 2014

Making these past and present narratives accessible to current and future audiences is an important role because it captures the spirit of the organization and uses that to develop an even stronger brand. Given the skills and span of responsibility required, this function should sit in the marketing department.

Marketing 10

Marketing Storytelling Brand Marketing Mix 10

Harvard Business Review

JUNE 20, 2014

When Deborah DiSanzo took over as CEO of Philips Healthcare in May 2012, she knew that engineering would continue to drive innovation. But she also realized that the company needed to develop greater marketing muscle to drive a commercial transformation. As she put it, “Our markets are going through dynamic change.

CEO 8

CEO Marketing Hotels Long-term 8