Marketing Topics

The Role of Scenario Presentation in the Selection of Innovation Projects

Marketers play an important role in innovation project selection decisions, and this report examines the influence of scenario presentation in the process.

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."  

Multichannel Sales Attribution and Media Optimization

By accounting for cross-channel complementarities in sales and media channels, this model offers a valuable tool to firms seeking to optimize media allocation spend.