Kabir Ahuja, Jesko Perrey, Liz Hilton Segel

When controlling costs dominates the corporate agenda, it sucks the oxygen out of any growth plan.

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.

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.