Marketing Topics

Putting Analytics into Action: Using Cupcakes to Improve Business Outcomes

The best analytics in the world are useless if we don’t get the right information to the right people at the right time, and then ensure that they take action.

The Role of Scenario Presentation in the Selection of Innovation Projects

Innovation project teams invariably present best- and worst-case cash flow scenarios when they make their pitches to marketers and other decision-makers. This study finds that small-range scenarios boost confidence in the team's expertise and increase the chance that decision-makers will opt for transformational over core innovation projects.

The Scope of Marketing’s Decision Authority and Firm Performance

Raji Srinivasan will present empirical evidence that there is no one role for the marketing function across companies: companies differ in the scope of the marketing’s authority over decisions related to situation analysis, strategy, and the 4Ps.

The Organic Growth Playbook

Bernard J. Jaworski, Claremont Graduate University

Most conventional approaches to spurring growth focus on creating a favorable, differentiated impression of the company’s products in the minds of customers. The problem is that it’s not a reliable formula for faster growth.

5 Things I Know About Marketing – Gerald Zaltman, Harvard Business School

"Marketing is a world populated by major blank spaces. The willingness and skill to imagine what is missing is what generates big insights," says Gerald Zaltman. "This is how visionaries lead. They see data not as goal lines but as springboards for thinking and planning."