Harvard Business Review

OCTOBER 19, 2015

Instead you need to connect to your data at a deeper level by avoiding mental shortcuts, focusing on the metrics that really matter to your business goals, and communicating those metrics in useful ways. By doing so you can make better decisions about how to leverage your limited marketing resources. Avoid Mental Shortcuts.

Metrics 8

Metrics Disaggregation Real Estate Kahneman 8

Harvard Business Review

MARCH 18, 2013

Read on for their answers: Christa Carone - Chief Marketing Officer, Xerox Corporation. The challenge we're seeing is that "paid" is no longer the hero in the marketing mix. Gartner estimates that today most marketers are spending, on average, 25% of their budgets on digital. We spend 74% at Adobe.

Advertising 8

Advertising Marketing Storytelling Brand 8

Harvard Business Review

JUNE 20, 2014

Done well, however, a marketing blueprint details how marketing will deliver against the company’s business goals. It specifies what gets done, by whom, in support of what, over what period of time, and makes explicit connections among marketing activities, target goals, and corporate business goals.

CEO 8

CEO Marketing Hotels Long-term 8

Harvard Business Review

OCTOBER 10, 2014

Marketers often distinguish between paid, earned, and owned media. While the strategies are different, the goal is the same — to generate awareness and engagement. 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.

Media 8

Media B2B Disintermediation Content 8

Strategy Driven

NOVEMBER 13, 2019

As an owner of your business, your first and foremost goal is to attract maximum revenues and sales. it’s because they have crafted an impeccable marketing communication strategy. Pick the right marketing mix. Today, we have too many options to market a brand.

Marketing 11

Marketing USP Strategy Audience 11

Harvard Business Review

NOVEMBER 24, 2010

Most of us spend most of our time chasing the immediate reward, the short-run "objective," the near-term "goal — in short, the expedient and the convenient. Or is there a bigger, more resonant, and fundamentally worthier goal we could — and should — be pursuing, like ensuring no human being goes thirsty?"

Short-term 15

Short-term Guidelines Mass Marketing Telecommunications 15

Harvard Business Review

DECEMBER 24, 2015

For example, Maersk Line, one of the world’s biggest container and bulk shipping companies, has made social media an integral part of its marketing mix by leveraging more than 30 local and global social media accounts. Identify your key audience and goals to achieve. What do you want your social media program to do?

B2B 8

B2B Media B2C Marketing 8

Harvard Business Review

NOVEMBER 24, 2010

Most of us spend most of our time chasing the immediate reward, the short-run "objective," the near-term "goal — in short, the expedient and the convenient. Or is there a bigger, more resonant, and fundamentally worthier goal we could — and should — be pursuing, like ensuring no human being goes thirsty?".

Short-term 15

Short-term Mass Marketing Marketing Mix Taylorism 15

Harvard Business Review

AUGUST 14, 2012

You need to reflect on your business situation and goals and consider only the initiatives that will offer the highest impact. Marketing mix portfolio modeling. No organization can pursue all of them at once (and this company didn't want its workshop to last a week), so the challenge is to narrow down the options fast.

Objective 11

Objective Attrition Workshop Retail 11

Harvard Business Review

MAY 23, 2012

Chances are there are higher returns to be had elsewhere in your marketing mix. How should you market differently? Many brands have a demonstrable higher purpose baked into their missions, whether it's Patagonia's commitment to the environment or Harley Davidson's goal "to fulfill dreams through the experience of motorcycling."

Aaker 19

Aaker Brand Marketing Mix Marketing 19