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El marketing cuando el valor del cliente de verdad importa
Hanssens, Dominique M.; Thorpe, Daniel; Finkbeiner, CarlArticle HBS-R0805JMarketingLa medición de la eficacia de las inversiones de marketing puede ser frustrante - especialmente si una empresa se centra en un resultado a largo plazo como aumentar el valor del cliente. Aunque hay modelos de soporte de decisiones a los vendedores ayudar a asignar sus presupuestos, hasta hace poco este tipo de modelos dirigidos a maximizar las ventas a corto plazo, que no siempre son compatibles con la salud de marca a largo plazo. Ahora, sin emb...Starting at €8.20
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The Rise of the Chief Marketing Technologist
Brinker, Scott; McLellan, LauraArticle HBS-R1407F-EMarketingMarketing is rapidly becoming one of the most technology-dependent functions in business. In response, a new type of executive is emerging--the chief marketing technologist. CMTs are part strategist, part creative director, part technology leader, and part teacher. They go by various titles, but they share a common job, intersecting with four key stakeholders in the organization: (1) The CMO and other senior marketing executives. Here, the CMT su...Starting at €8.20
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Marketing When Customer Equity Matters
Hanssens, Dominique M.; Thorpe, Daniel; Finkbeiner, CarlArticle HBS-R0805J-EMarketingMeasuring the effectiveness of marketing investments can be frustrating - especially if a company focuses on a long-term outcome like increasing customer equity. Though there are decision-support models to help marketers allocate their budgets, until recently such models aimed to maximize near-term sales, which aren't always consistent with long-term brand health. Now, however, Wachovia has created a model that helps it make customer-equity-drive...Starting at €8.20