In this Q&A from Columbia Ideas at Work, Don Sexton, Professor of Marketing, Columbia University, discusses how marketers can measure and increase their contribution to the bottom line.
Scott Davis, author of The Shift, outlines a marketer's 5-step plan to becoming a growth catalyst
Jody Sutter, managing director, OnRequest Images, discussed three trends in brand imagery and suggested best practices for marketers managing digital images.
This research report draws on survey research conducted throughout 2009 and also highlights "hot" topics to marketers such as brand building, newer media, agency evaluations, marketing accountability, agency holding companies, global marketing, agency audits, and hourly rates.
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.
Kat Sloan, VP at Hill Holiday, and Barry Bluestein, managing partner/COO of Source Communications, discussed how Verizon's sponsorship of the New York Mets has delivered value and ROI and presented case studies of other sports sponsorships.
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.
Cheryl Max at IBM discussed the system her company uses to track and analyze its event portfolio.
In this article Paul Price of RAPP explains the new competitive advantage of data-driven marketing.
Sponsorships are another marketing technique which have only been assessed through fairly superficial measures. As with PR, most of the "ROI"-type of analyses focus on the number of people who might (or did) become aware of the sponsor.
This Advertiser article reviews lean thinking and how Ad-ID contributes to an organization's overall efficiency.
The author discusses the challenges and opportunities that lie in print in rural/hometown/local communities.
The author examines new ways of looking at ROI.
The past several years of challenging market conditions have provided a number of valuable lessons learned with respect to business in general.
Results from ANA's recent Upfront survey.
The true "national" marketer is largely missing the yellow pages value proposition.