Marketing Tactics

It's that time once again where Phil Lempert takes a look into his crystal ball.

With urbanization a growing trend around the world, theres a new form of segmentation that allows companies to act locally without losing large-scale delivery. Using a city archetype approach can enable companies to capture these opportunities without adding complexity or cost.

Recognizing weak identical-store sales and a growing competition in the Northeast, Ahold USA turned to Copernicus Marketing Consulting & Research in December of 2014 to launch a market-based segmentation project. 

Stephen Quinn, who has been Walmarts marketing chief since 2007, will retire in January. Find out which Target exec Walmart has hired to replace its marketing chief.

Zero-based budgeting is lately all the rage in consumer goods. Instead of assuming every departments budget should be exactly the same as it was last period plus or minus some incremental adjustments, the default assumption is that each department should budget for everything that they invest in from a zero base.One example of where this philosophy should be applied is in trade promotions.

P&G is moving the lion's share of its media-buying and planning account in North America, concluding one of the most high-profile media reviews of the year.

CGT honors Bruce F. Fleming, EVP & Chief Marketing Officer, Church & Dwight Co., Inc. for making a large, demonstrable impact on his consumer goods organization through the implementation and successful use of new marketing strategies, technologies and processes.