Marketing Financial Management & Procurement

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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.

Budgeting in Challenging Times: Increasing the Return on Research Efforts

Matthew McCance from the Market Research Executive Board discussed the current state of research budgets in this economic downturn.

Marketing Through Tough Times

Don Sexton of Columbia University presented three rules for marketers to live by during a recession.

Doing More with Less: The 2009 Marketing Mantra

Chris Charyk, Partner, MarketingNPV, shared his thoughts on the best way to cut a marketing budget, while still continuing to perform at a high level.

Doing More with Less: Recession Marketing

Representatives from Ogilvy & Mather shared five ways that marketers can achieve greater cost efficiency during an economic recession.

ANA Recession Survey: Impact of the Economy on Marketing and Advertising Budgets — 2nd 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.

Downtime Opportunity: Marketing and Media Innovation in the Great Depression and Great Recessions

Bradley Johnson, Director of Data Analytics, Advertising Age, shared his thoughts on how and where marketing and media has succeeded during economic downturns.

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