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
Better Branding
Marketers rely too much on intuition. The key to building brands more scientifically is to combine a forward-looking market segmentation with a better understanding of customers and a brand’s identity.
Editor’s Note: discusses Pathway modeling as an improvement/alternative to techniques like conjoint analysis…
Content: Article | Authors: David Elzinga, Jonathan W. Gordon, Nora A. Aufreiter | Source: McKinsey Quarterly | Subject: Marketing / Sales