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 41

Marketing Metrics Marketing Mix Benchmarking 41

Women on Business

JANUARY 17, 2011

The same principles apply to e-marketing: before rolling out a campaign to a large audience, test it on a small one. How does their e-marketing supplement their traditional marketing? Create a Benchmark Traditional direct marketing always uses a control piece as the benchmark, generally with an A/B split test.

Marketing 162

Marketing Press Release Direct Marketing Discount 162

Women on Business

JANUARY 15, 2011

Since then, I have had more and more discussions with my clients about their pricing strategies and being squeezed in this market. So I’ve spent some time exploring best practices and considering what we should recommend in this market. This little book offers 57 ways to manage your fee structure to your advantage.

Price 133

Price Press Release Discount PR 133

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 10, 2014

Marketers often distinguish between paid, earned, and owned media. Loyalty and reward programs provide this type of context for B2C companies, while strategic account and relationship management programs do the same for B2B companies. Marketing Media Social media' Owned media can be used in B2B as well.

Media 8

Media B2B Disintermediation Content 8

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 8

Advertising Glocalization Globalization Brand 8

Harvard Business Review

AUGUST 14, 2012

The notion was that the managers attending would winnow it down for practical purposes at the outset of the workshop, and in the process gain a broad familiarity with the whole landscape of the topic. Marketing mix portfolio modeling. Perhaps the same list will be useful to you. Social networks-based offer and attrition models.

Objective 11

Objective Attrition Workshop Retail 11