Articles

Yes, the Chief Marketing Officer does matter by Peter Ebbes ©Fotolia

It's often difficult to quantify the results of marketing campaigns, and chief marketing officers (CMOs) often struggle to prove their worth to their board and to preserve their budgets in times of spending cuts. A new study sheds light on the effect of CMO presence on firm performance and even shows which firms benefit most from having a CMO in their top management team.

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Marketing Strategy15 July 2015

What does the future hold for luxury?

Like other markets, the luxury sector must cope with the inexorable shift toward digitalization, (...)

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Marketing Strategy30 October 2014

How to optimize the marketing and sales interface

While it is useful to know how to coordinate marketing and sales functions to enhance their (...)

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To ensure that your innovations are a success, involve the consumer from the start of the process! (...)

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In the service sector, customer loyalty is crucial in maintaining a healthy bottom line and (...)

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Companies frequently extend product lines in a bid to target diverse market segments and increase (...)

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Year after year, the economic situation of the nomads of the Tibetan Plateau deteriorates. In (...)

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Marketing Strategy15 November 2012

The Brand France, a source of great appeal

Should France abandon manufacturing in favor of becoming a service economy? “Such a policy in key (...)

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