Harvard Business Review

JULY 15, 2014

Making these past and present narratives accessible to current and future audiences is an important role because it captures the spirit of the organization and uses that to develop an even stronger brand. Given the skills and span of responsibility required, this function should sit in the marketing department.

Marketing 14

Marketing Storytelling Brand Marketing Mix 14

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. Develop—and stick to—a marketing blueprint. Who should lead our transformation?

CEO 9

CEO Marketing Hotels Long-term 9

Harvard Business Review

OCTOBER 10, 2014

Companies either pay to deliver content to an audience or try to earn coverage and exposure from reporters and influencers. In the sporting goods industry, Nike has created the Nike+ running community while UnderArmour is developing an owned media strategy around its recent acquisition of MapMyFitness. Marketing Media Social media'

Media 9

Media B2B Disintermediation Content 9

Strategy Driven

NOVEMBER 13, 2019

If you don’t have in-depth information about your audience, you can’t expect any of your marketing campaigns to be successful or even come close to the desired results. You can develop buyer personas around questions like: Who currently buying your products? Pick the right marketing mix. The same stands true here.

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. But look beyond the numbers of followers (which Maersk has many of).

B2B 8

B2B Media B2C Marketing 8