Research & publications
 Quantifying Creativity
How can firms quantify creative work to determine the best way to compensate advertising agencies? Several models have emerged.
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 Talent Triage
Corporate leaders and boards of directors are recognizing that consumer trends and industry dynamics are changing the rules of the game, for sales in particular. And nowhere is this change more evident than in the consumer packaged goods industry, where the quality of salespeople has as much to do with success as the quality of the product.
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 Covert Pricing: Expanding Profitable Business Behind Enemy Lines
One way to survive online price wars is to avoid them altogether. Covert pricing skirts the online dust-up by surreptitiously offering short-lived promotional prices to micro-segments of customers. To ensure wins are not one-time events, the promotional prices change constantly—as do the targeted customers.
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Winning Advertisers At The Social Super Bowl
7 February 2012 — CMO.com
Of the approximately 75 Super Bowl ads this year, only a few really enriched their Super Bowl campaigns with social media; the rest seemed content spending millions to show a commercial with a URL slapped on the tail end.
By Jim Singer
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The Soap-Holder Effect: Acting on Behalf of Your Customers
It's hard to imagine a product manager proposing a solution that will reduce consumption, revenues, market share and perhaps even negotiating power with retailers. That is, unless you believe we are in a different market where consumers are reevaluating their most basic purchase decisions.
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Long Live the Reader
As magazine readership slips, publishers need to go beyond circulation management to multifaceted revenue and profit management.
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Unleashing the Shopper Marketing Engine
Shopper marketing has emerged as a prevalent trend on the agendas of CPG manufacturers. But implementing it successfully means installing the right structure to make it work.
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The High Cost of Pricing
A pricing compliance strategy establishes the policies, processes and tools your sales force needs to realize the full value of every sale.
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Local Impact Marketing
More companies are using localized, personalized marketing techniques to engage customers in the brand experience.
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Managing Sales Effectively in Tough Times
How can companies grow sales while keeping costs low, mitigating risks and maintaining customer satisfaction? The answer is to increase sales effectiveness.
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Tinkering with the Go-to-Market(ing) Model
You know the drill: Implement a marketing strategy that is in line with your company's broader go-to-market model but flexible enough to adapt to changing business conditions. As your go-to-market model shifts — to focus on products, channels or customers — so must the strategic role of marketing.
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Keep Your Eye on the "I"
As the cost of marketing goes up, companies looks for better ways to measure the effectiveness of their marketing and advertising programs.
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Middle East Media on the Move
Across much of the world, the media sector is facing unprecedented challenges. Newspaper readership is on the decline. Advertising revenues and consumer spending have been hit hard by the recession.
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Finding New Answers to the Pricing Question
Success is more than selling "value," it is determining how to split the value equitably between you and your customers.
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Serving the Low-Income Consumer
Conventional wisdom says there isn't any money to earn from selling products to low-income consumers. But when 78 percent of the global population fits into this group, it's time to ignore conventional wisdom..
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More than Just Lip Service
A midsized GCC bank with worldclass customer service could increase yearly profits by $50 million to $150 million.
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Tailor-Made for Success
With a widely cited statistic showing 60 to 80 percent of final buying decisions made in stores, the fight for the consumer's eye is shifting from the TV and computer screens to the shelves.
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Addressing the Muslim Market
Throughout the world, Muslims are becoming increasingly active as investors and manufacturers, bankers and traders, competitors and suppliers, and becoming real partners in a global economic system.
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Harnessing Customer Energy
Armed with the power of technology, customers are influencing, selecting and assembling their own products.
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Avoiding the Sales Scapegoat
Because of its emotional component, the sales function is often vulnerable to faddish, silver bullet solutions—claiming that all you need is this new incentive plan or organizational structure.
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Call Centers Can Be Profit Centers
Your customer contact center is more important to your customer relationships than you think, especially if you know which calls to keep and which calls to outsource.
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CRM Take/Two
The value of CRM isn't determined by what you're deploying so much as why you're deploying it. What competitive advantage are you trying to create? What leadership commitments are you willing to make?
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Emerging Market Opportunities for Global Retailers GRDI
The annual A.T. Kearney Global Retail Development Index™ (GRDI) was designed to help retailers make strategic investments in exciting new markets.
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"No Insult" Pricing and Promotions
Traditional pricing strategies are coming up short against the like of Wal-Mart and Costco. There must be a better way.
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Independent Refiners and Marketers Spin Value Wheel
Independent refiners and marketers are known for being lean, mean operators. Do they still have what it takes to succeed?
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Finding New Answers to the Pricing Question
The two most popular approaches to pricing a new product or service are cost and competitive positioning. But it’s time for a third option: an approach that focuses on value.
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Corporate Logos for Sale
Unless corporate sponsorships are strategic and integrated into marketing plans, companies will not realize their full economic potential.
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Canadian Future Forces 2005: An Executive Roundtable
The Future Forces Roundtable provides a forum for leaders in the Canadian Food and consumer products industries to discuss the current issues and their future impact.
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Debunking the Myths of Marketing Sourcing
Strategic sourcing can save marketing money without sacrificing quality or creative control. Here's how.
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How Low Should You Go?
In a Wal-Mart world, pricing right is trickier than ever. But undercutting your biggest rival may not be the answer.
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Winning the Profit Game: Smarter Pricing, Branding
Winning the Profit Game is a book about improving the bottom line, but it is not the same old discourse on the subject. Instead, it offers a fresh approach by explaining that before a business can affect the bottom line it must first grow the top line.
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Winning Big Deals—Profitably
Multimillion-dollar contracts can help companies supersize their top lines. How do you win such deals? By pricing and selling more strategically.
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Are You More Capable Your Competitors Are Ruthless
In a competitive world, the best players win by setting the terms by which others must compete.
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Next Power Play: Online Retailers Catch Up to their Customers
After the tech stock bust of 2001, all bets were off for online retailers. Since then, a new crop of retail power players has emerged-individual consumers.
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Volatility Advantage: How to Manage Commodity Price
Today, the only way to beat the market is to have better information about the market. And the only way to get better information is to employ some down-to-earth forecasting techniques.
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Path to Maximizing Margins
Companies that skillfully manage the complicated relationship between design and price can maximize margins and fatter their R&D budgets
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Selling the World on Modern Retail
From Best Buy in China to Carrefour in Egypt, the world's leading modern retailers are expanding their presence one market at a time. But the real story isn't about foreign companies encroaching on emerging markets—it's about modern retail moving into traditional retail territory.
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