Harvard Business Review

AUGUST 21, 2014

When I argue that e-commerce isn’t likely to destroy innovative omnichannel retailers , I typically receive passionate responses. Their economics greatly resemble those of mail order catalogs—in fact, many e-commerce businesses continue to use catalogs in their marketing mix—and they aren’t all favorable.

Retail 8

Retail Price Forrester Merchandising 8

Harvard Business Review

AUGUST 9, 2016

Marketing analytics such as demand forecasting, marketing attribution models, market mix modeling, and media budget optimization. But innovations in market research are changing the game. Surveys are also useful if marketers find themselves in an internal debate about two campaign concepts.

Survey 8

Survey Content Marketing Marketing Mix 8

Harvard Business Review

OCTOBER 10, 2014

We can see how content, community, and context come together in the owned media strategies of today’s most innovative marketers. First, they create value for people beyond the products being sold. 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

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

Harvard Business Review

NOVEMBER 24, 2010

The most disruptive, unforeseen, and just plain awesome breakthroughs, that reimagine, reinvent, and reconceive a product, a company, a market, an industry, or perhaps even an entire economy rarely come from the single-minded pursuit of the busier and busier busywork of "business." So throw Frederick W. After "what", ask "which."

Short-term 15

Short-term Mass Marketing Marketing Mix Taylorism 15

Harvard Business Review

NOVEMBER 24, 2010

The most disruptive, unforeseen, and just plain awesome breakthroughs, that reimagine, reinvent, and reconceive a product, a company, a market, an industry, or perhaps even an entire economy rarely come from the single-minded pursuit of the busier and busier busywork of "business." So throw Frederick W. After "what", ask "which."

Short-term 15

Short-term Guidelines Mass Marketing Telecommunications 15

Harvard Business Review

MARCH 29, 2013

Next, they find a positioning that goes beyond describing product attributes to address the motivation. It has spawned more than 70 TV ads, hundreds of outdoor and print ads, and numerous other adaptations across the marketing mix. Coca-Cola has similarly embraced the glocal model.

Advertising 8

Advertising Glocalization Globalization Brand 8