Marketing Managers: Agility is Key

A modern marketing manager must not only worry for building brand value, as it must also be killed in digital communication and have comprehensive knowledge of the industry.

Wednesday, June 23, 2010

Future marketing managers will have to speak the same language as the rest of their organization, to be able to understand how their actions fit in a larger whole.

Marketing managers must view the company from a CEO’s point of view, establishing effective communication with salesmen and the other areas of the company, to develop the best possible marketing plans, in an environment of constant change where those with agility and speed of change will prevail.

More on this topic

Return on Advertising Investment

September 2010

Marketing Managers are applying financial engineering methods to optimize their portfolio of marketing campaigns.

The growing concern from Marketing Managers about return on advertising is making them look more and more like financial managers.

Many millions are spent on advertising (in Central America about $ 1.8 billion per year), usually in a mix of different types of media and to apply expense optimization methods of portfolio investments, will lead to better rates of return on investments.

When Graphic Design Hides the Message

November 2009

Much too often, advertising designers emphasize visual appeal too much, forgetting the most important: efficiently communicating a message.

And that translates into wasting money. With the crisis forcing us to reduce costs in every front, we must demand results from our advertising investment.

Jobs in Marketing and Sales that Will Disappear

May 2009

The first to go will be traditional marketing specialists, who speak only of the brand, buy non- measurable advertising and organize events that do not generate prospects.

These jobs only survived in good times, because the money was plentiful and it seemed not to matter that it was spent unnecessarily.

Marketing Reinvents Itself

April 2009

It is no longer just advertising. Marketing managers must operate in an integrated manner and demonstrate return on investment for every dollar they spend.

Many examples are showing that one of the first budgets to be trimmed in these times of crisis, is marketing. Against this backdrop, the emphasis is on continue communicating with clients and not abandoning efforts in this area.

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