The Marketing Goals-Marketing Performance Gap
The CMO Survey asks marketers to share their actual performance and future goals for each administration of the survey across a range of metrics: market share, sales revenue, profits, marketing ROI, customer acquisition, customer retention,
Why Have a Marketing Function if Your Company is Market-Oriented?
As marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing
Marketers to Spend Despite Tumultuous August: Smart, Crazy, Saviors?
While the general public can be accused of having short memories, it doesn’t take much for us to remember the volatility the financial markets experienced in the month of August. Standard & Poors’ downgrade of