Harvard Business Review

MARCH 18, 2013

The creation of a successful advertising or marketing campaign requires a tricky formula. 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.

Advertising 8

Advertising Marketing Storytelling Brand 8

Harvard Business Review

OCTOBER 19, 2015

When your team reviews web analytics in your monthly marketing meeting, the person in charge of analytics reports says, “We got 123,456 visitors to our website this month.” By doing so you can make better decisions about how to leverage your limited marketing resources. Match Your Business Goals to Metrics.

Metrics 8

Metrics Disaggregation Real Estate Kahneman 8

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. And she put marketing in charge of an organization-wide growth program. Who should lead our transformation?

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. We can see how content, community, and context come together in the owned media strategies of today’s most innovative marketers. Marketing Media Social media'

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. Marketing communication strategy is a broad term that covers so many small aspects. Pick the right marketing mix.

Marketing 11

Marketing USP Strategy Audience 11

Harvard Business Review

DECEMBER 24, 2015

But social media marketing can offer B2B marketers a range of benefits if they take advantage of it, from increasing engagement and influencing decision making before the sales call to customizing sales messages and enhancing their company’s reputation. Identify your key audience and goals to achieve.

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 Guidelines Mass Marketing Telecommunications 15

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 12

Objective Attrition Workshop Retail 12

Harvard Business Review

MAY 23, 2012

Most marketers think that the best way to hold onto customers is through "engagement" — interacting as much as possible with them and building relationships. How should you market differently? Then, apply different expectations to those two groups and market differently to them. How should you market differently?

Aaker 19

Aaker Brand Marketing Mix Marketing 19