Harvard Business Review

JULY 15, 2014

Artifacts and stories articulate a company’s identity, purpose, and value to customers and communities in a very real, powerful way. Given the skills and span of responsibility required, this function should sit in the marketing department. The New Marketing Organization. What Makes a CMO Powerful. Marketing'

Marketing 10

Marketing Storytelling Brand Marketing Mix 10

Strategy Driven

NOVEMBER 29, 2010

How Savvy Professionals Win All the Business They Want by Maribeth Kuzmeski Discover just how powerful your biggest fans can be! gives you the tools to take an eclectic approach to your marketing, and pick the best, most wildly successful marketing methods – traditional, online, or both — to win at achieving your marketing goals.

Wilde 62

Wilde Tactics Advertising Brand 62

Strategy Driven

DECEMBER 6, 2010

How Savvy Professionals Win All the Business They Want by Maribeth Kuzmeski Discover just how powerful your biggest fans can be! gives you the tools to take an eclectic approach to your marketing, and pick the best, most wildly successful marketing methods – traditional, online, or both — to win at achieving your marketing goals.

Wilde 50

Wilde Real Estate Discount Advertising 50

Harvard Business Review

JULY 24, 2015

This is especially dangerous because publishers have become so reliant on the power of their stars’ brand names – as evinced by the massive pop of “Robert Galbraith’s” crime novel The Cuckoo’s Calling once he was unmasked as JK Rowling. ” Connect authors to each other.

Short-term 8

Short-term Long-term Audience Brand 8

Harvard Business Review

JUNE 20, 2014

The changes in healthcare – consolidation, restructuring, regulation, spending pressures – that are necessitating a transformation at Philips Healthcare are a subset of a series of powerful forces in the business world that have catapulted marketing from an often-isolated support function to a critical capability for driving above-average growth.

CEO 8

CEO Marketing Hotels Long-term 8

Harvard Business Review

MARCH 29, 2013

Successful global advertising concepts, as demonstrated by the EffectiveBrands consultancy's Leading Global Brands project, start with a simple but powerful idea: they address a universal human motivation that crosses cultures. Coca-Cola has similarly embraced the glocal model.

Advertising 8

Advertising Glocalization Globalization Brand 8

Harvard Business Review

APRIL 30, 2013

The result is a powerful combination that fulfills two customer value propositions at the same time. Another example at Cleveland Clinic is in search engine marketing. We''ve reshaped our marketing mix to reflect this new patient behavior. I call this understanding and tailoring "customer intimacy" ).

Operations 8

Operations Customer Intimacy Supply Chain Wiersema 8

Harvard Business Review

AUGUST 14, 2012

Segmentation is a powerful tool, but it only works if you have the ability to treat different customers differently — and many consumer products and services companies don't (at least if they are honest with themselves). Marketing mix portfolio modeling. Attrition modeling (and taking the necessary actions to avoid it).

Objective 12

Objective Attrition Workshop Retail 12