Features
Marketing In Aisle 5
If there are any benefi ciaries in this economic morass, supermarkets are one of them. Sales are up, and marketers of branded and private label products are using creative ideas to get their products into your cart.
Measure Up
Today’s successful C-level marketers all have one thing in common: They demonstrate marketing’s success by explaining how their work improves the company’s bottom line. Being fi nancially fl uent is gaining them respect and granting them—believe it or not—the freedom to experiment.
Departments
Bullet Points
Best in Class
Timken Co. implemented an intense market segmentation process and increased net income by more than $47 million in one year.
Backpage
Myles Bristowe, CMO of Commonwealth Creative Associates Inc.
Knowledge base
In With the Old, In Spite of the New
Offline focus groups may cost more, but advocates say the method still delivers invaluable insights that online groups can’t.
10 Minutes with...
Beth Pessen, principal owner of Pessen Strategic Research.
Viewpoint
At C-Level
Michael Krauss finds out how Ed Russ, CMO of financial services provider Grant Thornton, used marketing to raise the company’s profile, increase its Net Promoter Score by 13% and turn GT into a billion-dollar firm.
Master Plan
Don E. Schultz says that marketers are more concerned about protecting their piece of the budgetary pie than in learning how to market more nimbly within the economy’s necessary restraints.