Special
Event: June 27th - Chicago "The Alarming
Global Rise in Anti-American Sentiment -
How It Impacts Your Business And What You Can Do About
It."
by DDB Chairman Keith Reinhard
Making the Most
of Marketing:
"Boosting Returns on Marketing Investment" by The
McKinsey Quarterly
Changes in the marketing landscape—from new channels
to increasingly skeptical prospects—are undermining
traditional approaches and benchmarks. Marketers can ensure
that they are making the most of their investments only
if they are clear about their objectives, manage the risks
at hand, and track their returns—all changes requiring
a shift in organizational mind-sets and behavior.
The golden age of advertising is over, so marketers must
now work harder to reach buyers. Distracted consumers of
your products and services, and the proliferation of media
and distribution channels, are also undermining the traditional
approach: set objectives, develop messaging, and measure
results. While some marketers have responded by turning
to quantitative solutions such as marketing-mix models,
today's challenges call for more......
