Marketing Organization

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Charles Schwab: Content Marketing as a New Way to Win Consumers and Influence Their Decisions

Helen Loh, vice president of digital and content marketing at Charles Schwab, discussed the importance of content marketing and shared key insights on team organization, key capabilities needed and what content is most engaging and most shared.

The Evolving Role of the Chief Marketing Officer

This article from Spencer Stuart looks at how the responsibilities of the CMO have evolved in the hospitality and leisure industries.

How to Bring Big Ideas to Life

Representatives from Anomaly, Denny’s, Colgate-Palmolive, Time Warner, and Elizabeth Arden discussed how “big ideas” are developed and how marketing departments may need to evolve in order to allow this to continue to occur.

Diversity: Moving Beyond Demographics

Featuring case studies from ANA member companies AT&T, Navy Recruiting Command, and Time Warner, this Insight Brief also includes information on the importance of making the advertising industry more diverse and how marketers can make a business case for diversity.

Aon plc: Social Starts from Within

Frank Helmert, vice president, global interactive marketing, Aon plc, discussed how the company leverages social media to increase employee knowledge and engagement, identify business opportunities, and provide new services to its clients.

Aon plc: Social Starts from Within

Frank Helmert, vice president, global interactive marketing, Aon plc, discussed how the company leverages social media to increase employee knowledge and engagement, identify business opportunities, and provide new services to its clients.

Madison & Wall: From the Organigrams to Instagrams

Pivotal Research Group discusses how marketing organization changes have as much impact on media budgets as established metrics, as well as factors currently impacting TV, in this report.

Talent in Demand: The Next Generation of Creative Roles

This white paper from The BOSS Group shares the top seven creative positions that potential employers are looking to fill in 2012.

Getting from Good to Great

For all the hard work generated by scores of skilled people and many millions of dollars, marketing efforts often end up being flat, detached, and forgettable. Discover six pieces of advice for marketers on how to produce better work.

Global Multichannel Marketing

Evolving technologies and emerging markets have advanced both consumer-facing campaign opportunities and the infrastructure needed to effectively communicate, customize, and react to conditions in markets throughout the world. Learn about best practices for implementing operational standards in a rapidly changing environment.

Turning Employees into Brand Ambassadors

Company associates who live and breathe your brand can have a dramatic impact on the bottom line. Learn how 3M and Southwest Airlines engage employees to strengthen business.

CMO Perspective: Paul Matsen

Paul Matsen, chief marketing and communications officer, Cleveland Clinic, discussed the challenges facing the healthcare industry and how the clinic’s historical commitment to measurement has helped it achieve marketing excellence.

CMO Perspective: Paul Matsen

Paul Matsen, chief marketing and communications officer, Cleveland Clinic, discussed the challenges facing the healthcare industry and how the clinic’s historical commitment to measurement has helped it achieve marketing excellence.

Changing Places: The Challenges and Benefits of a CMO Making a Sector Transition

Spencer Stuart interviewed 39 CMOs who had made a sector transition in order to learn about their experiences in and reasons for making this type of change.

Succeeding as an Organization’s First Chief Marketing Officer

According to Spencer Stuart, CMOs now exist in 62% of companies. However, the role remains poorly defined, making it challenging for new CMOs to keep their position.

Insights from IBM’s C-Suite Global Studies of CMOs and CFOs

Ron Kline, director of marketing, midmarket and business partners organization, and Kevin Scully, director, brand systems, IBM Corporation, shared the results of IBM’s recent CMO and CFO studies.

Insights from IBM’s C-Suite Global Studies of CMOs and CFOs

Ron Kline, director of marketing, midmarket and business partners organization, and Kevin Scully, director, brand systems, IBM Corporation, shared the results of IBM’s recent CMO and CFO studies.

The Pepsi Challenge: Managing and Maximizing Major Investments in Sponsorship

Jim Andrews, senior vice president, content strategy, IEG, LLC, interviewed Jennifer Storms, senior vice president, global sports marketing, PepsiCo, Inc., about her role in sponsorships at PepsiCo, and how the company has launched a new global strategy for leveraging partnerships across multiple products and brands.

2012 In-House Creative Services Industry Report

Cella Consulting surveyed 360 in-house creative services leaders to create this unique study, which features personal commentary from professionals working at in-house agencies.

Attract Top-Tier Talent: Meeting the Wants and Needs of the Creative Work Force

The BOSS Group surveyed top creative professionals in major metropolitan areas to learn their hopes, habits, likes, dislikes and what they’re looking for in an employer.

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