Harvard Business Review
JUNE 20, 2014
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. It must be marketing. Develop—and stick to—a marketing blueprint. Who should lead our transformation?
Harvard Business Review
OCTOBER 10, 2014
In the sporting goods industry, Nike has created the Nike+ running community while UnderArmour is developing an owned media strategy around its recent acquisition of MapMyFitness. But if you want to truly be disruptive, it’s time to rethink owned media and make it a more strategic part of your marketing mix.
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