In this seminar, Gillette's creation of an online knowledge management center was discussed. Policies and procedures, lessons learned, and suggestions on possible approaches to building a knowledge management portal for the marketing function were covered.
This article reveals the thoughts of McDonald's CMO Neil Golden on leading the company's broad marketing organization into the future.
This article outlines some of the implications supporting the idea that the marketing function compares unfavorably with other functions inside corporations.
A list of ten steps to a more effective alignment between marketing and marketing procurement.
This white paper presents the results of an ANA/Guideline survey designed to answer key questions related to marketing organization including, how has the organizational structure of the marketing function been changing in the past several years? is the marketing function becoming more centralized or more decentralized? and is it becoming more or less integrated?
The SVP/CMO of Pepsi-Cola North America urges marketers to have a more rounded perspective on everything from sales and operations to innovations in order to be effective. Cie Nicholson explains that Pepsi deals with its competitors by growing base brands and creating new ones rather than focusing on the declining non-carbonated brands. She discusses how trends in health and wellness have affected Pepsi's innovation.
The Global Marketing Officer talks about Procter & Gamble's challenge to achieve balance between manufacturing and consumer cultures. Jim Stengel discusses the role of marketing in innovation and the accomplishments achieved as a result of P&G's organizational reform. He also sheds lights on ways to improve client-agency relationship.
The Nokia Corporation's SVP of strategic marketing, brand management, and consumer relationships offers career advice to consumer goods marketers who wish to move to technology companies. Keith Pardy talks about the human approach Nokia takes to understand how their products can improve consumers' lives and manage the complexity of a technology-driven enterprise. He also discusses various major transformations Nokia and the technology industry will undergo in the near future.
In this article, ANA President and CEO Bob Liodice discusses the long and winding road that Chief Marketing Officers(CMOs) must navigate in order to help an businesses achieve successful marketing.
Jim Garrity, Chief Marketing Officer at Wachovia, provides four survival tips for CMOs.
The Association of National Advertisers and Booz Allen Hamilton have identified six distinct marketing organization models defined by scope of responsibility, decision rights, capabilities, organizational linkages, and performance metrics.
This presentation explores Process Excellence as a systematic method to measure, analyze and improve business processes, to identify critical areas that can cause breakthrough results in performance metrics, organizational speed and the cost of doing business. Lean Thinking, Six Sigma, and Design Excellence are reviewed.
To promote career opportunities and brand awareness of its many health care facilities throughout the Chicago area, Advocate Health Care created a mobile employment website.
Capital One is a diverse company that looks to hire people with a variety of skills, so the career site was enhanced to recruit talent across the board.
By 2017 Chief Marketing Officers will spend more on technology than Chief Information Officers — creating a critical new audience for IBM. With CMOs adapting to data-based approaches, we positioned IBM as their essential partner, defining its differentiated POV on marketing.
The U.S. Air Force built a centralized hub offering information and tools relating to careers in an array of business and technical fields to recruit talented civilians.
To mitigate unemployment rates in the construction industry during the recession, the International Union of Painters and Allied Trades delivered localized job alerts right to workers’ phones via text.
To promote its Microsoft Dynamics product among business decision-makers, Microsoft created an app that generated nametags for users based on their skills and achievements, not job titles.
To increase awareness for JobLens, an exclusive job-hunting app, Nokia engaged social media and augmented reality to help find open jobs near a user’s physical location.
TD Ameritrade Careers broke new ground with the development of a mobile job search engine.