Marketing Financial Management & Procurement

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Trends and Case Studies from the Marketing Trenches

Christopher Hosford, senior reporter at BtoB magazine/BtoBonline.com, shared insights, evolving trends, and best practices in search and social marketing, direct marketing, and telemarketing. He also presented case studies in these areas.

For CMOs to Be Visionary Leaders, They Must Have a P&L Mind-set

Scott Davis, senior partner, Prophet, discusses the mind-set senior marketers must embrace if they expect to advance from being order takers or sales supporters to enterprise-wide, visionary leaders.

Many Happy Returns on Marketing

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.

Research Report: Digital Marketing Agency Compensation Trends

This study underscores the phenomenal growth in digital marketing spending that has escalated over the last half of this decade as well as the growing role this discipline is playing in marketers' overall marketing strategies for their brands.

Key Findings Report: ANA Recession Survey, 4th Edition

According to ANA's most recent poll of its members, 83% of respondents indicate they are identifying cost savings and reductions in their current marketing and advertising efforts. Read our Key Findings Report to find out if cost savings and reductions is the "new normal."

Research Report: How Marketers View TV and Video Advertising

Is television really dead? Not according to the findings in a joint survey from the ANA and Forrester. Television budgets, like all media, may have taken a beating in this recession but there are still many opportunities in television and video advertising.

Centralized Production: The Future, a Diageo Case Study

Peter Isaia, director of procurement at Diageo, and Peter Kuhn, managing director of Tag U.S.A., discussed how they use smart centralization and delivery and presented examples of how this tactic is successful.

Centralized Production: The Future, a Diageo Case Study

Peter Isaia, director of procurement at Diageo, and Peter Kuhn, managing director of Tag U.S.A., discussed how they use smart centralization and delivery and presented examples of how this tactic is successful.

Understanding the Economics of Digital Compared to Traditional Marketing Services

As budgets are increasingly reallocated from traditional to digital media, many ANA members have expressed concern about the higher rates they pay for digital agency compensation. Industry experts discussed highlights from "Understanding the Economics of Digital Compared to Traditional Advertising and Media Services," a publication recently released from the 4A's.

Making Marketing Smarter Amidst the Cuts

Fred Geyer, partner, Prophet, shared five tips for optimizing a marketing budget during an economic downturn.

Making Marketing Smarter Amidst the Cuts

Fred Geyer, partner, Prophet, shared five tips for optimizing a marketing budget during an economic downturn.

ANA Recession Survey: Impact of the Economy on Marketing and Advertising Budgets — 3rd Edition

In August 2008, ANA surveyed its Committee Members to determine how marketing and advertising budgets were being impacted by the tough economic conditions. Six months later, in late January/early February 2009, the survey was repeated to monitor trends and gauge the impact of the deepening recession. 141 marketers responded to this survey, representing a broad cross-section of categories and industries.

Reallocating Marketing Resources for a Better Payback in 2010

Pat LaPointe, Managing Partner, MarketingNPV, shared insights from a recent Wharton/MarketingNPV study linking marketing budgeting and resource allocation practices with financial outcomes.

Marketing Services: Procurement Best Practices

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.

Reallocating Marketing Resources for a Better Payback in 2010

Pat LaPointe, Managing Partner, MarketingNPV, shared insights from a recent Wharton/MarketingNPV study linking marketing budgeting and resource allocation practices with financial outcomes.

10 Financial and Procurement Issues in 50 Minutes

Industry experts discussed a range of issues regarding finance and procurement including cost containment strategies, agency incentive compensation, and behavioral targeting.

Marketing vs. Finance: Reconcilable Differences

Richard Ettenson, with the Thunderbird School of Global Management, discussed the complicated relationship between marketing and finance.

Earning a Place at the Table: How Do Marketing Executives Get a Spot in the C-Suite?

A panel of financial executives from Ernst & Young, OfficeMax, Diageo North America, Citi, and Johnson & Johnson discussed how marketing can learn to work more effectively with finance.

The Strategic Sourcing Professional of the Future

J. Francisco Escobar, Founder, JFE International Consultants, led a panel discussion focused on the role and future of the procurement or strategic sourcing function.

From the Top: Turning the Corner?

ANA President and CEO Bob Liodice on carefully managing precious resources.

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