Marketing and Communications

Publications

Executive Action Reports

October 2008	Precision Marketing: Five Ways to Make Better Marketing Investment Decisions Five principles are presented that can help companies make better marketing decisions by refocusing their concentration and perception of customer behavior — and in some ways redirecting their delivery investments. File size: 96KB
November 2007	What Others Think of You Matters: Manage and Boost Your Corporate Reputation Using Social Media Podcasts. Blogs. Virtual Worlds. Today's media landscape is evolving, stretching far beyond traditional radio, television, and print, and the days of managing your company's reputation with just a press release are history. File size: 234KB
August 2007	Connecting Emotions and Personality to Your Corporate Image and Brands When it comes to building and maintaining a corporate brand, today's democratized market is no place for top-down, hierarchical thinking. In this climate, an authoritative tone is as apt to cause resentment as it is to increase sales. File size: 94KB
September 2006	Philanthropy at Mid-Market Firms: It Pays to Be Creative With a little creativity, midsize companies can make their philanthropic activities stand out, not only providing a wealth of assistance to those in need, but also strengthening their organizations at the same time. File size: 122 KB
June 2006	The Nuts and Bolts of Execution: Putting Ideas to Work How do mid-market companies take great vision and make it a reality? File size: 147.48KB
November 2005	Defining the Corporate Ethics Brand Corporate Ethics and Social Responsibility, although seen as equivalent by the public, have different lines of authority, and different sources of institutional support. Is there a way to integrate them and mold a coherent Corporate Ethics Brand? File size: 92.7 KB
August 2005	How Smaller Companies Earn Customer Loyalty How do you develop customer loyalty? How do you measure it? How do you profit from it? File size: 128.2KB
July 2005	China: Creating An Unlikely Edge In The Global Market Share Battle In the quest for market dominance, is the ability to exploit the mass market more important than cutting edge innovation? File size: 112.6KB
June 2005	Can U.S. Corporations Change the Way People Think About America? There has been a gradual global erosion of faith in the United States and its government, and in turn consumers worldwide are losing trust in American corporations. Is it time for U.S. corporations to help change the way the U.S. is viewed? File size: 136.2KB
May 2004	A Failure to Communicate . . .Twelve Habits of Effective Writers With the advances in media and technology, getting your message delivered has never been easier. However, it is also easier than ever to be misunderstood or overlooked in today's deluged inboxes. File size: 82.4KB
April 2004	Webcasting on the Corporate Intranet Many large and medium sized companies are using webcasting to communicate with their employees, courtesy of high-bandwidth network connections. File size: 110.9KB
February 2004	Taking Global Brands to Japan: A Luxury Goods Market that is as Profitable as it is Unique This report delves into how the profound social changes in Japan - brought about by a decade long recession - have allowed global luxury brands to blossom there. File size: 87.6KB
January 2004	Corporate Communications Trends... Ruling in Nike Case May Lead to Increased Corporate Self-Censorship The repercussions from the lawsuit against Nike concerning its international employment practices, may cause the loss of free speech protection for businesses and an increase in false advertisement suits. File size: 107.4KB
January 2004	The Business Environment Abounds with Angry Questions: How to Answer a Zinger Challenging questions are being asked today in the workplace. The key to dealing with the tough questions is to understand that they often have a genuine emotional component. File size: 76.5KB
December 2003	Branding Challenges in the Great China Breakout The domestic market in China for many manufactured goods is heavily saturated in several sectors, leading to stiff competition and squeezing profit margins. This is causing Chinese manufacturers to launch their brands on the world market. File size: 89.9KB
August 2003	E-mail Management and Distribution Tools—A Primer A sound management strategy of e-mail communication can produce important cost and customer retention benefits. File size: 100.1KB
May 2003	The New Dynamic of First Reports: Executive Lessons from the Iraq War In the war with Iraq, first reports from the battlefield were handled in a new way, creating a different dynamic that until now has only been hinted at. File size: 86.7KB
April 2003	Marketing's New Path to Profitability With budgets shrinking, the pressure is on marketers to demonstrate real and immediate returns on their investments. (Download Spanish version) File size: 122.9KB
August 2002	One Year After: The Leadership and Communication Dilemma of 9-11-02 For corporate leaders on the anniversary of 9/11, listening may become more important than speaking. File size: 67.7KB
July 2002	Mission Critical: Controlling Costs ... Marketing Costs: The Efficiencies Provided by Targeted Approaches One danger in attempting to contain marketing costs: If a company's value proposition is compromised then cost-cutting becomes counterproductive. File size: 58.8KB
April 2002	Coping With the Coming Wave of Web Communication Looks at Web conferencing and collaboration systems: how they work, how to create a successful enterprise strategy for them, and their outlook. File size: 49.9KB

Research Reports