December 16, 2010 - Do You Throw Away Obsolete Marketing Materials? by Doc, ZDNet
"obsolete marketing materials can have a major negative impact on marketing effectiveness. Forty-two percent of the respondents to the CMO Council survey said that fresh marketing content is critical to their go-to-market strategy, but 51% of respondents admitted they had used marketing materials that contained outdated content. In today’s business environment, every interaction with a potential buyer is important, and sales can easily be lost if prospects are provided outdated information." Read more »
December 16, 2010 - Marketing Could Be Your Demand Chain's Weakest Link by David Blanchard, Industry Week
According to a recent study by the Chief Marketing Officer Council, marketers tend to focus on strategy, creative development and campaign execution. Effective demand-chain provisioning, on the other hand, tends to be an afterthought if it's thought of at all. Read more »
FACTS & STATS
Inventory management will probably be the biggest challenge facing discretionary-focused retailers for the next few years.
According to a study made this summer in CEE region by Linea Directa Communications, a direct marketing and call centre company, companies with small marketing budgets dominate in terms of study participants, budgets undering 250.000 € being reported especially in Hungary (89,4%), Russia (88,6%) and Romania (85,4%).
Maximizing Marketing Value Through Smarter Procurement · McKinsey & Co.
Following the footprints · The Economist