Marketing management: Marketing management

 

Top management has many things to consider over the course of this recession, but Chris Halliburton argues that CEOs are the ultimate brand managers and all actions should be taken with that responsib

The article argues against two marketing myths, uniqueness and table stakes. People buy a brand not because it is unique but because it delivers what they want a little better. Most differentiations a

The article describes a research study which identified at least six problems created or worsened by the silo structure (organisational units with their own management teams). These included marketing

This paper details five simple questions a CEO (or CFO) can ask senior marketing executives in to understand an organisation's core marketing strengths and weaknesses and realign marketing priorities ...

In this article, Tim Ambler, of the London Business School, discusses the future of marketing. He argues that brand managers have always included some of the most talented people in business and, alth ...

This article discusses the importance of employee engagement and loyalty for supporting brands. Too often, organisational culture is disconnected with brands, so that employees fail to keep the brand

Today's marketers are living in the era of Supply Chain Management. While shipping and warehousing costs represent a relatively small percentage of an overall marketing budget, any savings drop right ...

Client-side planning looks like it is here to stay, and must prosper if brands are to continue to grow. This article describes how Diageo set up its own account planning resource, and how it works wit ...

At the advent of a recession, companies essentially have two options: one is to dig in and aim purely for survival; the other is to reflect on previous recessions, and attempt to discern what strategi ...

This article provides a preview to the ANA Masters of Marketing, and is based around insights from industry leaders on the key challenges facing modern brands and their owners. Andrew Robertson, Presi

New technology provides unprecedented insight into consumer behavior and attitudes, but also means that marketers are expected to utilise mountains of metrics when forming actionable plans to guide co

Most marketers are well versed in the notion that measuring the return on marketing investments in both the short- and long-term is critically important. While many have also been able generate deeper ...

All marketers, even of fmcg products, need to think in terms of 'service' and 'experience'. In the experience economy, marketers face three challenges. Firstly, there is a key set of talent and skills ...

This interview with Roisin Donnelly, Procter & Gamble's Corporate Marketing Director, UK and Ireland, covers points including how P&G is structured, its consumer focus, the importance of leading this ...

This article reports an ANA survey among marketing managers, and argues that since media trends are shifting so fast, marketers must be ready to shift tactics 'on a dime', and marketing thinking and p ...

This article argues that too much of what passes for 'relationship marketing' is actually based on mistruths, and customer cynicism is growing as a result. In fact, customers seldom want 'relationship ...

In this article, Martin Glenn, of the Birds Eye Iglo Group, describes five challenges which he sees as leading to an increasing and dangerous lack of confidence in brand marketing. These are: the thre ...

In this article, Raoul Pinnell - a leading marketer who has worked at companies including Heinz, Nestlé, Prudential, NatWest and Shell - reflects on ten lessons he learned purely from practical experi ...

Accountability has become increasingly critical to proving the value of marketing communications, especially in terms of justifying marketing spend to financial executives who often view it as a discr ...

This article argues that some marketing organisations become too obsessed with metrics such as brand awareness or `brand equity', to the point where they lose sight of the main objective, to achieve s ...

Omar Mahmoud draws some useful lessons for people engaged in marketing from watching a DVD of Al Gore's movie, An Inconvenient Truth.

Many of the world’s biggest companies derive more than half their value from their brands. And, more generally, there’s clear evidence that building strong brands through effective marketing can have ...

This article offers guidance for marketers on how to choose what to cut when forced to reduce marketing budgets. Key candidates are the company's operational sacred cows, the over-use of any one mediu ...

This paper discusses Customer Franchise Value (CFV), a concept whereby marketers can express the future value, in terms of customer retention and the expected value from those customers, of current ex ...

This article discusses Enterprise Marketing Management (EMM), which uses technology to automate and connect a marketing department's functions, leaving marketers more time for strategic thinking. EMM ...

Using Maconomy's Agency Profit-Watch 2006, Neil Davidson reports on agency management practices in the UK and US. He finds that procurement and finance departments are increasingly influencing - even ...

This article reports on a recent ANA survey amongst Chief Marketing Officers (CMOs). As a group, CMOs suffer an unprecedented level of pressure, and their tenure tends to be short. But the survey foun ...

This paper argues that the traditional training, expertise and career paths of marketing professionals have become obsolete, and that the massive changes in technology and society demand a new model. ...

This paper argues that the speed with which consumer insights and information can now be fed back to managements are now much faster than they used to be, even on a daily basis, but that this has not ...

This article forecasts the likely developments in marketing analytic tools and technology. Among the predictions made are that more attention will be paid to marketing analytics at a higher level in c ...