Current Issue
Nov/Dec 2008
Features
Holding a Mirror Up to Marketing
Unilever’s global campaign for Dove shows how excellent marketing makes a difference in the world by addressing important problems.
By John A. Quelch and Katherine E. Jocz
The CEO’s Marketing Manifesto
To get the attention of the CEO, marketers must become more strategic, more cross-functional and more bottom-line oriented.
By Nirmalya Kumar
Two Paths to Luxury
Differentiation comes from providing affordable luxury by competing on price for high-priced products and quality for low-priced products.
By Ming-Hui Huang and Roland T. Rust
The Voice of the Customer
Organizations don’t have to fall short when it comes to leveraging insights drawn from the voice of the customer.
By D. Randall Brandt
Columns
Marketing That Works
Do Financial Metrics Stifle Marketing Creativity?
by Gordon A. Wyner
On Brands and Branding
Binding Up Brands in Silos
by Don E. Schultz
Customer Bonding
Unlocking Loyalty by Lawrence A. Crosby
Case in Point
Defending a 100-Year Brand
by Kent D. Seltman and Leonard L. Berry
Departments
Leadership Journey
Leadership Lessons of Theodor Seuss Geisel
by William B. Locander and David L. Luechauer