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CMO Zone: Related Articles

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The Rising Influence of Marketing

Over the past six years, there's been an increase in the influence of marketing on the CEO’s strategic growth agenda.

Finding the Path to Pricing Excellence

Understanding the ways that big data and neuro-economics improve pricing decisions can drive bottom-line results.

Finding the Path to Pricing Excellence

Understanding the ways that big data and neuro-economics improve pricing decisions can drive bottom-line results.

Optimizing the Marketing Procurement and Marketing Relationship

Survey research from the ANA Procurement Task force revealed insights into optimizing the relationship between marketing procurement and marketing.

Optimizing the Marketing Procurement and Marketing Relationship

Survey research from the ANA Procurement Task force revealed insights into optimizing the relationship between marketing procurement and marketing.

Experiential Marketing: The Value of Brand Experiences

This Insight Brief discusses the best practices, measurement challenges, and future opportunities of experiential marketing.

CMO Keynote: Why Marketing and Procurement Need to Work Together

At Nationwide Insurance, marketing and procurement have been able to reduce agency fees and increase campaign effectiveness.

CMO Keynote: Why Marketing and Procurement Need to Work Together

At Nationwide Insurance, marketing and procurement have been able to reduce agency fees and increase campaign effectiveness.

Driving Value and Innovation

Kimberly-Clark shared examples of how it has driven successful collaboration between marketing and procurement.

Marketing Training: The Growth Driver

As marketing continues to evolve across the digital space and new channels and customer expectations emerge, offering additional training capabilities will become more important than ever.

Performance Incentive Compensation

The ANA and the 4A’s provided an overview of the current state of performance incentive compensation, including which metrics are being used, what’s working, and what’s not.

A New CMO Survey by Spencer Stuart Spells Bad News for Marketing Teams

Only 19 percent of senior marketers believe that their team strikes the right balance between creative and analytical ability and 89 percent feel that their organization is not successful at helping employees cultivate these skills.

Multi-Screen Marketing

Multi-screen campaigns are widely acknowledged as crucial for marketing success, but implementation and measurement challenges remain. This Insight Brief explores best practices for multi-platform strategies and new research on cross-screen consumer behaviors. Case studies from ESPN and Food Network also offer insights into successful multi-screen campaigns.

Dell’s Innovative Approach to Activating Their Employee Advocates Through Social Media

Amy Heiss, global program lead for social media training and activation at Dell, shared how the brand motivates employee advocates in social media with its training and activation programs.

Forrester: The Advertiser Perspective on the Hottest Media Issues

In this presentation, Forrester Research discussed the results of a joint survey conducted with the ANA regarding ad transparency, media revenue models, and the evolution of performance metrics in media buying.

Forrester: The Advertiser Perspective on the Hottest Media Issues

In this video, Forrester Research discussed the results of a joint survey conducted with the ANA regarding ad transparency, media revenue models, and the evolution of performance metrics in media buying.

Kimberly-Clark Takes Programmatic Buying In-House

Kimberly-Clark showed how bringing its programmatic buying capabilities in-house allowed the brand to increase media buying efficiency, effectiveness, and relevance to target consumers.

The Wendy’s Company Integrated Media Success Story

In this video, Wendy's discussed using a physical re-imaging, new high-quality products, and a fully integrated partnership with ESPN to differentiate itself from QSR competition.

Winning in Programmatic Buying

Google shared its thoughts on where programmatic buying is today, where it’s heading, and what brands can do to ensure they leverage it effectively.

Winning in Programmatic Buying

In this video, Google shared its thoughts on where programmatic buying is today, where it’s heading, and what brands can do to ensure they leverage it effectively.

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