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Retail Marketing and Branding
Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization. The second edition of Retail Marketing and Branding includes the following updates: * New and updated case examples * Updated figures and examples throughout * New interviewers with recent experiences * Additional chapters
Power Brands
Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management.
Marketing Performance
Drive marketing ROI with an investor's mindset and a proven toolkit Top marketers today don't shy away from financial accountability. In fact, they actively seek to account for the return on their companies' investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor's mindset, and it deals with the most pressing marketing performance questions. This isn't a work of theory. This is a hands-o...
Power Brands
The McKinsey BrandMatics concept will show you how brands can be systematically managed. The individual tools and detailed concepts are organized into three topic areas: measuring, making, and managing power brands.
Power Brands
Brand success can be managed What distinguishes a brand-name product from no-name competitors? How can companies assess and enhance the value of their brands? What steps can executives take to manage their brands successfully? Reliable answers to these and other questions can be found with the proven BrandMatics-Konzept from McKinsey. Now in its third revised and enhanced edition, Power Brands incorporates many recent advances in the field: New research on the evolution of brand relevance - both in B2C and B2B. Two modular additions to the proven brand purchase funnel framework. All-new chapters on brand delivery, MROI, and digital brand management. Dozens of new case studies - from insights generation to brand promise definition. Six new in-depth interviews with distinguished international brand managers.
Big Data, Analytics, and the Future of Marketing and Sales
Big Data is the biggest game-changing opportunity for marketing and sales since the Internet went mainstream almost 20 years ago. The data big bang has unleashed torrents of terabytes about everything from customer behaviors to weather patterns to demographic consumer shifts in emerging markets. This collection of articles, videos, interviews, and slideshares highlights the most important lessons for companies looking to turn data into above-market growth: Using analytics to identify valuable business opportunities from the data to drive decisions and improve marketing return on investment (MROI) Turning those insights into well-designed products and offers that delight customers Delivering those products and offers effectively to the marketplace.The goldmine of data represents a pivot-point moment for marketing and sales leaders. Companies that inject big data and analytics into their operations show productivity rates and profitability that are 5 percent to 6 percent higher than those of their peers. That's an advantage no company can afford to ignore.
Future-Fit Leadership
What capabilities do leaders need to effectively navigate the complexities of today's digital, dynamic, disruptive landscape? Drawing on groundbreaking research, this book explores how leaders shape a philosophy for human-centered organisations aligned with Generations Y and Z values, steering towards agile, innovative, and regenerative leadership. Based on over two decades of experience in leadership development in global corporations and academia, the author provides an innovative framework for future-fit leadership development. This practical framework supports you to: Identify core capabilities for leading a multigenerational workforce through digital transformation. Evaluate personal le...
The Impact of Investments in Market-based Assets on Firm Performance
Market-based assets, such as brands or customer relationships, can be thought of as intangibles that arise through the commingling of the firm with its environment. As such, they are constructs that bridge the conceptual gap between managerial actions and firms’ financial performance. This dissertation conducts three studies that advance the understanding of investments in market-based assets conceptually, empirically, and methodologically: First, it rigorously examines prior research in the marketing-finance interface and synthesizes the findings in a conceptual overview of the field. Second, it examines investments into different drivers of customer-based firm value and relates them to different aspects of firm performance. Third, it develops a novel method to estimate investments in market-based assets for firms with undisclosed accounting information through textual analysis of legal statements.
Tax and Technology
The challenges and opportunities of new technologies in the tax field Technological developments induced major reforms in the regulatory international and domestic tax landscapes as well as in the developments in the use of technology by tax administrations and taxpayers. New technology, especially the innovations in virtual asset-light cross-border business organizations, data analytics, service and process automation, on one hand, disrupted the well-established legal tax principles and rules and, on the other, stimulated informed data-driven and structured solutions in tax compliance. Technological advances affected nearly every area and each aspect of taxation: Direct tax regulations, ind...
The Executive's Guide to AI and Analytics
The Problem? Companies are failing to deliver on AI and analytics with over half stating they are "not yet treating data as a business asset". Over half admit that they are not competing on data and analytics. Seven out of 10 companies in a 2020 MIT study reported minimal or no impact from AI so far. Among the 90% of companies that have made some investment in AI, fewer than 2 out of 5 (40%) report business gains from AI in the past three years. And only about 25% of organizations have actually forged this data-driven culture. Is investment lacking? No. Companies now are spending more than ever in data, analytics, and AI technologies. Is it a lack of technology? No. There are fascinating bre...
