The Horizons Tracker

OCTOBER 17, 2019

As data has become an ever greater weapon in the marketers’ arsenal, a range of metrics have battled for hegemony. According to a recent study from the University of Technology Sydney, it’s satisfaction that is the most prized of all. ” Key metrics.

Marketing 49

Marketing Metrics Marketing Mix Benchmarking 49

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

OCTOBER 10, 2014

Marketers often distinguish between paid, earned, and owned media. We can see how content, community, and context come together in the owned media strategies of today’s most innovative marketers. 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 9

Media B2B Disintermediation Content 9

Harvard Business Review

MARCH 29, 2013

With increasing heterogeneity in every market and global exposure just one tweet away, all brands, even local ones, must begin to think globally or suffer the consequences. Though the ad never aired in China, the use of Gere, a pro-Tibet activist, outraged Chinese consumers and caused Fiat to lose traction in the booming Chinese auto market.

Advertising 9

Advertising Glocalization Globalization Brand 9