Marketing Strategy

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022-Marketing-500

The Decline and Dispersion of Marketing Competence

In many organizations, the corporate marketing function has lost budget, head count, influence and confidence, resulting in strategic consequences that run deeper than many senior managers may realize. The question is not how to rebuild the marketing center, but how to disperse marketing competenceacross the organization.

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014-Marketing-500

The Power of the Branded Differentiator

At a time when competitive factors have weakened the power of many storied brands, companies can regain an advantage by acquiring or developing a branded feature, service, program or ingredient. As examples, the author cites Westin Hotels, Krispy Kreme, UPS Supply Chain Solutions and many others.

Showing 41-60 of 77