"Steve Hughes was appointed CEO for Celestial Seasonings in 1997 and served in this capacity until the company's sale to Hain was completed in May 2000. Today he is a director of the Cambridge Group". More often than not, talk of innovation relates solely to products. In my experience, such a phenomenon misses some of the most important elements of this critical business quality. I've learned that the most effective strategies
Talk about the moment of truth: Procter & Gamble Co. is preparing to give some $2 billion in retail-marketing funds a seat at the same table as advertising. The company is partially consolidating its marketing groups to put retail-marketing strategy under the same marketing directors who oversee brand teams instead of under the group that manages the sales force. Once the new system is introduced, general managers or marketing directors
So you thought TV was dead. You believed marketing was all about ROI. Well, think again. A study out this week from the Institute of Practitioners in Advertising explodes some of marketing's myths. The report, entitled 'Marketing in the era of accountability', is based on the IPA's database of effectiveness awards case studies, and identifies common misunderstandings throughout the marketing process. Below are an exclusive summary of five of the key findings.
It's amazing how many people casually mouth the word "brand" in the media business while not acting anything like brand marketers. Just saying it isn't enough; being a brand isn't a label, it's a mindset. And it needs to thread through everything from internal structures and compensation systems to consumer-facing communications. One of the areas where this disconnect between language and behavior is most glaring
"Steve Hughes was appointed CEO for Celestial Seasonings in 1997 and served in this capacity until the company's sale to Hain was completed in May 2000. Today he is a director of the Cambridge Group". More often than not, talk of innovation relates solely to products. In my experience, such a phenomenon misses some of the most important elements of this critical business quality. I've learned that the most effective strategies
Talk about the moment of truth: Procter & Gamble Co. is preparing to give some $2 billion in retail-marketing funds a seat at the same table as advertising. The company is partially consolidating its marketing groups to put retail-marketing strategy under the same marketing directors who oversee brand teams instead of under the group that manages the sales force. Once the new system is introduced, general managers or marketing directors
So you thought TV was dead. You believed marketing was all about ROI. Well, think again. A study out this week from the Institute of Practitioners in Advertising explodes some of marketing's myths. The report, entitled 'Marketing in the era of accountability', is based on the IPA's database of effectiveness awards case studies, and identifies common misunderstandings throughout the marketing process. Below are an exclusive summary of five of the key findings.
It's amazing how many people casually mouth the word "brand" in the media business while not acting anything like brand marketers. Just saying it isn't enough; being a brand isn't a label, it's a mindset. And it needs to thread through everything from internal structures and compensation systems to consumer-facing communications. One of the areas where this disconnect between language and behavior is most glaring
