Kabir Ahuja, Jesko Perrey, Liz Hilton Segel
When controlling costs dominates the corporate agenda, it sucks the oxygen out of any growth plan.
Content: Quotation | Authors: Jesko Perrey, Kabir Ahuja, Liz Hilton Segel | Source: McKinsey Quarterly | Subjects: Management, Strategy
Five Questions Brands Need to Answer to Be Customer First in the Digital Age
Having a consistent brand voice in the digital age is not easy. Here’s how to think about the challenges and opportunities.
Content: Article | Authors: Jesko Perrey, Jonathan Gordon, Prashant Gandhi, Sofia Serra | Source: McKinsey Quarterly | Subjects: Customer Related, Marketing / Sales
Invest, Create, Perform: Mastering the Three Dimensions of Growth in the Digital Age
Growth winners think about growth in new ways and pursue it across multiple dimensions.
Content: Article | Authors: Jesko Perrey, Kabir Ahuja, Liz Hilton Segel | Source: McKinsey Quarterly | Subjects: Management, Strategy
Measuring Marketing’s Worth
You can’t spend wisely unless you understand marketing’s full impact. Here are five questions executives should ask to help maximize the bang for their bucks.
Content: Article | Authors: David Court, Jesko Perrey, Jonathan Gordon | Source: McKinsey Quarterly | Subject: Marketing / Sales
Boosting Returns on Marketing Investment
Marketers aiming for strong returns should start seeing themselves as investment managers for their marketing budgets. That may be more difficult and time consuming than relying solely on old rules of thumb or new analytic approaches, but it is the only answer in today’s marketing environment.
Content: Article | Authors: David C. Court, Jesko Perrey, Jonathan W. Gordon | Source: McKinsey Quarterly | Subject: Marketing / Sales