Subject Index
 

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.

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 ...

The first 100 days in a new job are difficult for any executive, but especially for marketing directors. This article explains why: budgets are never secure, the marketing function is diffuse and uniq ...

Argues for the importance of instinct in successful business and marketing innovation. As businesses have grown they have become complex and compartmentalised, and have sought to limit risk by relying ...

Argues that it is dangerous for a company to lose sight of the basics (investing in its big brands) by diverting resources into too many peripheral activities. Procter & Gamble in the late 1990s did t ...

Argues that successful marketers must have both the mathematical rigour of Einstein and the imagination of Picasso. They must be more than internal organisers operating within a given world view. Lead ...

This case study describes how the Timken Company developed a marketing dashboard. Among the key aspects of its approach was focusing on marketing activities rather than marketing function, allowing fo ...

This article argues that a single measure cannot properly be used to evaluate marketing expenditure, because short-term gains and long-term profits cannot be merged into a single number: both are need ...

This paper describes Heineken’s implementation of a universal marketing and measurement procedure. Having developed a new fact-based management and measurement style encapsulated in the form of a Bra ...

This article argues that marketing departments must improve their organisation if they are to achieve greater accountability. The first requirement is alignment, within marketing, with the rest of the ...

This article argues that academic rigour and empirical generalisation are essential and relevant for marketers. Best practice (following what successful companies do) may not work for all brands, and ...

This article discusses the benefits of building a marketing 'dashboard' for accountability and management, and describes how to develop one. The key first step is to map out the role of marketing; thi ...

This article discusses the value of the balanced scorecard approach for ensuring overall accountability, and how to implement it. It features a case study of how Hilton Hotels have successfully used t ...

This article describes how HSBC's central marketing department improved its service to branch managements. It involved reorganising the department and introducing a new measurement system to monitor t ...

Six Sigma is a process designed to enable manufacturers to identify and eliminate faults. It is also a management philosophy focused on understanding and meeting customer needs and continuously improv ...