Taking the Long View
The midst of a recession is a good time for marketers
to produce a long-term measurement plan.
By Robert S. Duboff
Innovate with Balance
With the right mixture of your company’s and consumers’ needs, everyone wins.
By Barry Curewitz
Lay the Foundation for CMO Success
Be proactive in hiring your company’s next CMO.
By Terry H. Grapentine and David Dwight
On Brands and Branding
Here Come the Chickens by Don E. Schultz
Marketers need to sort out what establishes and maintains brands.
Getting Serious About Marketing ROI
by Lawrence A. Crosby
Management science, common sense and perserverance are a required combination for success.
Accentuate the Positive!
by William B. Locander and David L. Luechauer
The negativity pervading most political commercials doesn’t promote
change; politicians and executives must eliminate the negative
and accentuate the positive.