Industry expert, Steve Fajen, president, Steve Fajen Consulting Inc., shares an eight-step process for maximizing media agency value in this ANA Insight Brief.
Don Sexton, Professor of Marketing, Columbia University, explains the concept of Customer Value Added® and how it can help marketers determine ROI in this ANA Insight Brief based on his acclaimed book, Value Above Cost.
Industry expert, Scott Davis, senior partner, Prophet, breaks down his acclaimed book, The Shift, in this ANA Insight Brief, sharing the five steps that marketers can take in order to lift their marketing capabilities to the next level.
Industry expert J. Francisco Escobar, president and founder of JFE International Consultants, Inc., takes a look at how marketers and marketing procurement can work more effectively with their agency partners during an economic downturn. Quotes from ANA members and 3rd-party consultants, best practices, and statistics are shared throughout this ANA Insight Brief.