Features
Managing the Marketing Metrics Portfolio
By Bruce Clark and Tim Ambler
While there’s no shortage of metrics, putting together the best portfolio of metrics can be a challenge.
An Outside-In Perspective to Strategy
By George S. Day and Christine Moorman
Step outside to see what’s important.
Building C-suite Skills
By Diane Schmalensee and Suzanne Lowe
Marketers must develop cross-functional skills to enter the C-suite.
Marketing Communication in a Digital Era
By Donna L. Hoffman and Thomas P. Novak
Marketers should focus efforts on emerging social, mobile and local trends.
Spotlight
CBS Research Chief David Poltrack
An Exclusive Interview
Network TV vet says content is still king.
Insights
Branding
Is persuasion dying?
By Don E. Schultz
It’s a whole new world, and consumers have taken over the brands.
Loyalty
Superficial relationships
By Lawrence A. Crosby
Make the right attributions about customer loyalty behavior.
Consumers
Everything old is new again
By J. Walker Smith
New media doesn’t necessarily mean a new way of looking at things.
Marketing Forum
Idea Exchange
Going Global
Characteristics of winning global marketers.
By Marc de Swaan Arons