This post was co-authored with Anne T. Coughlan, Polk Bros. Chair in Retailing and Professor of Marketing, Kellogg School of Management, Northwestern University and Sylvia Yang, Senior Consultant, Deloitte LLP. Today’s consumers want more, they want...
New results from The CMO Survey point to this disconnect. Social media spending is currently 9.4% of marketing budgets and is expected to increase 128% to 21.4% in the next five years (see Figure 1). However,...
This post was co-authored with Evgenia Barkanova, Irina Kudryashova, and Irina Melnik, all MBA students at the Fuqua School of Business, Duke University. Winston Churchill said, “Russia is a riddle wrapped in a mystery inside an...
Results from the February 2014 edition of The CMO Survey, a biannual survey of marketing leaders, offer strong evidence that markets are on solid footing. CMO optimism for the U.S. economy reached its highest point in...
This post was co-authored with Matthew P. Manary, Ph.D. Candidate, Fuqua School of Business, Duke University. In addition to studying product-market strategies for company growth, I have also been asking CMOs how they use a set...