The Marketing Journal

Ideas, Insights and Best Practices

  • “Breaking Out of the Trap of Diminishing Returns” – John Hagel

    Below the surface of current events, buried amid the latest headlines and competitive moves, executives are beginning to see the outlines of a new business landscape. Performance pressures are...

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  • “How to Monetize Car Data with Jobs-to-be-Done and CRM 3.0” – Daniel Rubin and Jennifer Miles-Losapio

    “How to Monetize Car Data with Jobs-to-be-Done and CRM 3.0” – Daniel Rubin and Jennifer Miles-Losapio

    The car data just keeps pouring in. Numerous vehicle sensors have been hitting the road for years and are generating tons of owner and vehicle data. It is estimated that over eight million cars...

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  • “DETONATE” – An Interview with Geoff Tuff and Steven Goldbach

    “DETONATE” – An Interview with Geoff Tuff and Steven Goldbach

    Geoff Tuff is a principal of Deloitte Consulting LLP and a senior leader of the Innovation and Applied Design practices. With more than 25 years of experience, Geoff’s work centers around helping...

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  • “Making Marketing Human: Lessons from Chick-fil-A” – Frank Grillo and Karl Hellman

    “Making Marketing Human: Lessons from Chick-fil-A” – Frank Grillo and Karl Hellman

    In this era of big data and algorithm-driven marketing, it’s tempting to step back and let the computers do our marketing thinking for us. Amazon and Netflix study the books and movies you have...

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  • “Marketing 4.0: When Online Meets Offline, Style Meets Substance, and Machine-to-Machine Meets Human-to-Human” – Philip Kotler, Hermawan Kar

    “Marketing 4.0: When Online Meets Offline, Style Meets Substance, and Machine-to-Machine Meets Human-to-Human” – Philip Kotler, Hermawan Kar

    Marketing 4.0 is the sequel to our widely-recognized concept of Marketing 3.0, which calls for brands to touch the human spirit. Marketing 4.0 is based on intricate observation and analysis of the...

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  • “The Global CMO” – An Interview with Greg Paull

    “The Global CMO” – An Interview with Greg Paull

    As the landscape shifts, global marketers have to balance advancing unique organizational initiatives with the transformation of their entire sector. Many CMOs are spending more on technology than...

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  • Customer Culture: An Interview with John Stanhope, Chairman of Australia Post

    Customer Culture: An Interview with John Stanhope, Chairman of Australia Post

    John Stanhope is currently Chairman of Australia Post and Chancellor of Deakin University in Australia. He is also Chairman of the Bionics Institute, the Port of Melbourne and the Melbourne...

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  • “Risking the Brand: When Companies Value Profits Before People” – Philip Kotler and Christian Sarkar

    “Risking the Brand: When Companies Value Profits Before People” – Philip Kotler and Christian Sarkar

    The Reputation Institute publishes an annual study of corporate reputation in America, and now, in 2018, the US RepTrak 100 reveals an average three-point decline in company reputation. This is...

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  • “Intelligent Retail: The Rise of Frictionless Commerce” – Jamshed Dubash

    “Intelligent Retail: The Rise of Frictionless Commerce” – Jamshed Dubash

    No one wants to wait in a long line, and yet that’s what customers do everyday in brick-and-mortar retail stores. Except for a store located at 2131 7th Ave, Seattle, WA, near the corner of 7th...

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  • “Turning a Startup into a Brand” – Orly Zeewy

    “Turning a Startup into a Brand” – Orly Zeewy

    “Your Brand is what other people say about you when you’re not in the room.” Jeff Bezos, CEO, Amazon  Getting Ready for Growth One of the key stumbling blocks to growth, is that without a...

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  • “The Value Realization Road Map: How to Ensure Customer Satisfaction” – Javed Matin

    “The Value Realization Road Map: How to Ensure Customer Satisfaction” – Javed Matin

    Ensuring customers realize the full value of their investment in a vendor’s solution is the foundation for building long-term profitable customer relationships. It all starts with building a...

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  • “The Elements of Value” – An Interview with Jamie Cleghorn

    “The Elements of Value” – An Interview with Jamie Cleghorn

    Jamie Cleghorn is a partner with Bain’s Customer Strategy & Marketing and Technology practices.  With Eric Almquist and Lori Sherer, he’s the co-author of the ground-breaking Harvard Business...

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  • “Who’s Behind Door Number 2? Better be You” – Howard Tullman

    “Who’s Behind Door Number 2? Better be You” – Howard Tullman

    I’ve written in the past about certain structural aspects of markets – especially concerning players who capitalize on the relative scarcity of prime assets or highly-desirable partners – which...

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  • “Data and Trust:
 4 Painful Lessons from Facebook” – Frank Grillo and Mark Blessington

    “Data and Trust:
 4 Painful Lessons from Facebook” – Frank Grillo and Mark Blessington

    If there was ever a doubt about the strategic nature of data, it should be long gone now. Facebook has made a public spectacle of what happens when you get your data strategy wrong. An early read...

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  • Customer Culture: An Interview with Peter Cooke, President, Wright Medical International

    Customer Culture: An Interview with Peter Cooke, President, Wright Medical International

    Peter Cooke is the President of Wright Medical International, a global health care company that specializes in the manufacturing, supply and service of medical devices implanted for upper...

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  • “The Trust Crisis: What Do Leaders Do Now?” 
- An Interview with Stephen M. R. Covey

    “The Trust Crisis: What Do Leaders Do Now?” 
- An Interview with Stephen M. R. Covey

    The Trust Crisis is real. The Economist’s cover story on Facebook illustrates a broader failure of businesses to engender public trust. For reference, the 2018 Edelman Trust Barometer reveals that...

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  • “B2B Call Center Strategy in an 
Omnichannel World” – Andrew Harrison and Mark Blessington

    B2B companies are increasingly aware their customers expect a variety of well-coordinated buyer’s journey options—face-to-face, telephone, digital. Meeting buyer’s omnichannel expectations is one...

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  • “Strategy Beyond the Hockey Stick” 
- An Interview with Chris Bradley, Martin Hirt and Sven Smit

    “Strategy Beyond the Hockey Stick” 
- An Interview with Chris Bradley, Martin Hirt and Sven Smit

    Chris Bradley, Martin Hirt, and Sven Smit are all leaders in McKinsey’s Strategy Practice. They are the authors of Strategy Beyond the Hockey Stick, a new book on strategy and performance. ...

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  • “Brandshaming: The Kids vs. The NRA” – Philip Kotler and Christian Sarkar

    “Brandshaming: The Kids vs. The NRA” – Philip Kotler and Christian Sarkar

    This past Valentine’s Day Marjory Stoneman Douglas High School lost 17 students to a mass shooting. The students stood up in revolt against our politicians – asking them to do something instead of...

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  • “The Big Shift: Challenge and Opportunity for Women” – John Hagel

    “The Big Shift: Challenge and Opportunity for Women” – John Hagel

    With the World Economic Forum’s 2017 Global Gender Gap Report findings telling us that gender parity is over 200 years away – there has never been a more important time to keep motivated and...

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