"As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. Here’s how senior leaders can harness social media to shape consumer decision making in predictable ways." APRIL 2012 • Roxane Divol, David Edelman, and Hugo Sarrazin Source: Marketing & Sales Practice
Understanding marketing is critical to how and where you invest your marketing funds.
Millward Brown's latest newsletter includes an informative article on brand architecture. Six critical brand characteristics are described to help you determine whether your brand architecture is optimized. For example, is your brand positioned to differentiate? See: http://www.millwardbrown.com/Libraries/MB_Articles_Downloads/Nick_Cooper_AdMap_BrandArchitecture-Feb-2011.sflb.ashx.