Role of Marketing/Market Orientation
Foster Collaboration with SalesJan 01, 2013 Lisa Arthur, Chief Marketing Officer, Teradata Applications, and John Petralia, Global Head of Marketing Operations, Bloomberg
Marketing needs to create an improved environment for sales by providing leads of high quality and quantity. With better data, sales people can spend less time prospecting and their leads will be more efficient.
Ethnographic Stories for Market LearningJan 1, 2013 Julien Cayla and Eric J. Arnould, 2013, 13-100
Examines how ethnography can be implemented, and contributes to market learning, in corporate environments; uses in-depth analysis of two companies and a cross-sectional study of ethnographic projects in several industries, countries, and strategic contexts.
Marketing in the EcosystemOct 08, 2012
The new marketing ecosystem requires marketers to work with stakeholders of all kinds to co-create value with customers.
Innovation as a Business Design ChallengeSep 07, 2012
"Not enough companies think about innovation as a business design challenge," says Professor Rob Wolcott, founder and executive director of Northwestern University's Kellogg Innovation Network.
What Will Big Data Mean for Marketers?Jun 29, 2012
Today's big data poses a new challenge, one that does not build on the skills that have been refined in past decades of training in the marketing discipline.
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