Article: CEOs and marketing executives need no longer simply wish for more marketing accountability. Analytical techniques such as econometric modeling, brand health analysis and others are improving marketing accountability and return on investment.
Article: Is pandering passe? Kowtowing kaput? Stephen Brown introduces retromarketing, a back to buzz way of positioning your products. You want it? Can't have it. Learn how some good old-fashioned teasing can make your product irresistible to customers.
Article: If you want your product to be more than a one-hit wonder, customers need to know that it has staying power. Here are six ways to help you convince them, according to Ron Ricci and John Volkmann in this excerpt from their book, Momentum: How Companies Become Unstoppable Market Forces.
Article: Capital One is winning big in the cutthroat world of credit cards by changing the rules. Its mission: Deliver the right product, at the right price, to the right customer, at the right time. Its method: Never stop testing, learning, or innovating.
Article: In today's hyper-competitive world, your sales and marketing functions must yoke together at every level -- from the core central concepts of the strategy to the minute details of execution. Harvard Business School professor Benson Shapiro on creating the customer-centric team.