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Published: February 24, 2009

 
 

Digital Darwinism

Reprint No. 09106

Author Profile:
Christopher Vollmer is a partner with Booz & Company in New York. He leads the firm’s North American media and entertainment practice, focusing on strategy development and implementation for clients in those industries as well as in consumer goods. He is the author of Always On: Advertising, Marketing, and Media in an Era of Consumer Control (McGraw-Hill, 2008).
The survey referred to in this article was conducted by Booz & Company with the following organizations:
  • The American Association of Advertising Agencies (AAAA) is the national trade association representing the advertising agency business in the United States.
  • The Association of National Advertisers (ANA) is the leading forum for the marketing community.
  • The Interactive Advertising Bureau (IAB), composed of media and technology companies, educates marketers, agencies, media companies, and the wider business community about the value of interactive advertising.
 
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Resources

  1. Booz & Company, “Marketing & Media Ecosystem 2010: ANA Annual Meeting CMO Roundtable (PDF),” October 2008: Presentation detailing the survey data.
  2. Matthew Egol and Christopher Vollmer, “Major Media in the Shopping Aisle,” s+b, Winter 2008: Overview of new marketing initiatives in retail locations showing how one corner of the ecosystem is being transformed.
  3. Leslie H. Moeller and Edward C. Landry, with Theodore Kinni, The Four Pillars of Profit-Driven Marketing: How to Maximize Creativity, Accountability, and ROI (McGraw-Hill, 2009): Detailed guide to practices and organizational processes needed to implement marketing metrics and increase accountability for marketing spend.
  4. Christopher Vollmer, with Geoffrey Precourt, Always On: Advertising, Marketing, and Media in an Era of Consumer Control (McGraw-Hill, 2008): How the digital age has reshaped all marketing imperatives and the industry as well.
  5. HP advertising campaign (video)
  6. Nike Web site: Online community for runners that gives Nike key insights into that target market.
  7. For more articles on marketing and sales, sign up for s+b’s RSS feed.
 
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