Columns
“The Key to ‘New Marketing’ Is In the Curves,” Marketing News, July 1994.
“Traditional Marketers Have Become Obsolete,” Marketing News, October 1994.
“It’s Not the Parts, It’s the Process,” Marketing News, November 1994.
“Maybe It’s Time to Think of Customers as Assets,” Marketing News, January 1995.
“Making Mid-decade Course Corrections.” Marketing News, February 1995.
“A Better Way to Organize,” Marketing News, March 1995.
“It’s the Database Question Time of the Year,” Marketing News, April 1995.
“How To Generate An Unlimited IMC Budget,” Marketing News, April 1995.
“IMC is a Great Idea, But Does It Have Legs?” Marketing News, May 1995.
“Moving From Global Brands to Global Bands,” Marketing News, July 1995.
“How Does Image Advertising Fit Into the Integrated Process,” Marketing News, August 1995.
“Traditional Advertising Has a Role To Play In IMC,” Marketing News, August 1995.
“Teaching Integrated Marketing Communications,” Marketing News, September 1995.
“Should Students Learn IMC?” Marketing News, September 1995.
“IMC Is All Right In Seattle,” Marketing News, October 1995.
“The Six Scariest Letters In The Marketing Alphabet,” Marketing News, November 1995.
“Integration and the Internet,” Marketing News, January 1996.
“Making Marcom an Investment,” (with Anders Gronstedt), Marketing Management, Fall 1997.
“Rethinking brand communication measurement,” (with Alan Timothy), Admap, December, 1998.
“Manage customers, not loyalty programs,” Marketing News, January 1999.
“There’s no simple solution to all your problems,” Marketing News, February 1999.
“Structural straightjackets stifle integrated success,” Marketing News, March 1999.
“New media, old problem: Keeping marcom integrated,” Marketing News, March 1999
“Database’s true cost depends on many variables,” Marketing News, April 1999.
“How much should you spend on advertising,” (with Dana W. Hayman), Advertising Age, April 1999.
“Perhaps the 4 Ps really should be the 4 Rs,” Marketing News, May 1999.
“Net marketing is sexy, but it’s not a business,” Marketing News, June 1999.
“We could be more efficient if we considered…,” Marketing News, July 1999.
“Peruvian marketers face high-technology,” Marketing News, August 1999.
“What We Don’t Know,” Marketing Management, Fall 1999.
“IMC in Hawaii: No plan is an island,” Marketing News, September 1999.
“Total switch to e-marketing not likely in near future,” Marketing News, October 1999.
“Australians “it” when it comes to privacy,” Marketing News, November 1999.
“Metrics’ impact grows by leaps and bounds,” Marketing News, December 1999.
“Brand-building different from gaining trial,” Marketing News, January 2000.
“Understanding and Measuring Brand Equity,” Marketing Management, Spring 2000.
“Marketers still tarnished by outdated skills,” Marketing News, March 2000.
“B-to-b should avoid b-to-c mistakes,” Marketing News, April 2000.
“Net planning: Kiwis are doing it better,” Marketing News, May 2000.
“Maxims for maximum customer relations,” Marketing News, June 2000.
“How to create your own worst enemy,” Marketing News, July 2000.
“Information Can Lead to Loyalty,” (with Scott Bailey), DM News, July 2000.
“Why investing in brands is so difficult,” Marketing News, July 2000.
“Structural flaws dash marcom plans,” Marketing News, August 2000.
“A Boatload of Branders,” Marketing Management, Fall 2000.
“ARF’s new model rooted in old ideas,” Marketing News, September 2000.
“Surround customers with communications,” Marketing News, October 2000.
“Learn to differentiate CRM’s two faces,” Marketing News, November 2000.
“Valuing a Brand’s Advocates,” Marketing Management, Winter 2000.
“Make communications worth the profits,” Marketing News, January 2001.
“Paying for Our Sins and Our Lack of Metrics,” BtoB, April 2001.
“The Core of Integration Is the Brand,” Marketing Management, Spring 2001.
“Getting to the Heart of the Brand,” Marketing Management, September/October 2001.
“Zapping Brand Heritage,” Marketing Management, November/December 2001.
“Another Turn of the Wheel,” Marketing Management, March/April 2002.
“Mastering Brand Metrics,” Marketing Management, May/June 2002.
“Integrating the brand communications process,” Marketing News, June 2002.
“The New Brand Value,” Marketing Management, July/August 2002.
“Being an expense can sometimes be good,” Marketing News, September 2002.
“Who Owns the Brand, Marketing Management,” September/October 2002.
“Study internal marketing for better impact,” Marketing News, October 2002.
“Getting Your House in Order,” Marketing Management, November December 2002.
“Outdated approach to planning needs revamping,” Marketing News, November 2002.
“And the Young Shall Lead Them,” Marketing News, January 2003.
“The New Brand Wagon,” Marketing Management, January/February 2003.
“Navy Seals and Hybrid Marketing,” Marketing News, February 2003.
“Rethinking How Sales and Marketing Work Together,” Marketing News, March 2003.
“So You Want to be a Brand Guru,” Marketing Management, March/April 2003.
“IMC Receives Warm Welcome Down Under,” Marketing News, April 2003.
“Procurement Focus Marks Shift toward ROI,” Marketing News, May 2003.
“De-functionalizing Marketing and Branding,” Marketing Management, May/June 2003.
“TV Advertisers Defy Logic, Pay More for Less,” Marketing News, June 2003.
“The British are Coming! The British are Coming!,” Marketing News, July 2003.
“Living the Brand,” Marketing Management, July/August 2003.
“Learning to be a Duck,” Marketing News, August 2003.
“Determine Outcomes First to Measure Efforts,” Marketing News, September 2003.
“Commit More than Lip Service to Customers,” Marketing News, September 2003.
“Branding Geometry,” Marketing Management, September/October 2003.
“Relax Old Marcom Notions, Consider Audiences,” Marketing News, Oct 2003.
“New Branding Lingo,” Marketing Management, November/December 2003.
‘More Questions Than Answers,” Marketing Management, January/February 2004.
“New Media System Call For New Tools,” Marketing News, February 2004.
“Others’ Benchmarks Overlook Your Brand,” Marketing News, Mar 2004.
“Understanding Total Brand Value,” Marketing Management, March/April 2004.
“Marcom Metrics Require A Much More Holistic Methodology,” Marketing News, April 2004.
“Include SIMM In Modern Media Ad Plans,” Marketing News, May 2004.
“Expanding the View: There’s More to Brand Value Than Meets the Eye,” Marketing Management, May/June 2004.
“Salespeople Require Retraining, New Skill Set,” Marketing News, June 2004.
“Is This the New Branding Model,” Marketing Management, July/August, 2004.
“Marketing May Not Be the Key Driver of Value,” Marketing News, August 2004.
“IMC Receives More Appropriate Definition,” Marketing News, September 2004.
“A Clean Brand Slate,” Marketing Management, September/October, 2004.
“Marcom Students ‘c’ a Glimpse of the Future,” Marketing News, October 2004.
“Big Marketing Firms Try ‘Reversing Flow’ as a Way to Fix Marcom,” Marketing News, November 2004.
“The Marginalized Brand,” Marketing Management, November/December 2004.
“New Definition of Marketing Reinforces Idea of Integration,” Marketing News, January 2005.
“A Customer Focused Approach Can Bring the Current Marketing Mix into the 21st Century,” Marketing Management, January/February 2005.
“MR Deserves Blame for Marketing’s Decline,” Marketing News, February 2005.
“New Approach Needed to Access Closed Loop,” Marketing News, March 2005.
“Simply SIVA: Getting Results with the New Marketing Mix,” Marketing Management, March/April 2005.
“Focus on How Message Used, Less on Medium,” Marketing News, April 2005.
“Edgy Ads Generate Buzz, Attract Customers,” Marketing News, May 2005.
“On Common Ground,” (Interview with Don Schultz), Marketing News, June 2005.
“Current Media Measurement Tools Miss Mark,” Marketing News, June 2005.
“Back-Door Branders,” Marketing Management, June/July 2005.
“Academic Research Process Still Offers Value,” Marketing News, July 2005.
“Old B-to-B Icons Clash with New Marketplace,” Marketing News, September 2005.
“The Loyalty Paradox,” Marketing Management, September/October 2005.
“Accepted Industry Truths Not Always Acceptable,” Marketing News, October 2005.
“Think Big Picture For New Approach to Brand Research, Revise the Past,” Marketing News, November 2005.
“Financial Heresy,” Marketing Management, November/December 2005.
“Lessons for the Losers,” Marketing Management, January/February 2006.
“Measure IMC’s Whole – Not Just Each Part,” Marketing News, February 2006.
“Consumers Control Integration, Not Marketers,” Marketing News, March 2006.
“Measuring Up,” Marketing Management, March/April 2006.
“Aussie Ad Biz Grows Up With Accreditation,” Marketing News, April 2006.
“New Media Toolbox Calls for New Directions,” Marketing News, May 2006.
“More than Cool,” Marketing Management, May/June 2006.
“Strike Balance to Enforce Brand Compliance,” Marketing News, June 2006.
“IMC Is Do or Die in New Pull Marketplace,” Marketing News, July 2006.
“Integration’s New Role Focuses on Customers,” Marketing News, September 2006.
“Trash Trove,” Marketing Management, September/October 2006
“Brand valuation requires both CFO, CMO,” Marketing News, October 2006.
“Expand Marketing to the Emerging Economies,” Marketing News, Nov. 2006.
“Learning by Doing,” Marketing Management, November/December 2006.
“Another Shibboleth Bites the Dust,” Marketing Management, January/February 2007.
“The Endangered Marketing Plan,” Marketing News, February 2007.
“Déjà vu for Subliminal Advertising,” Marketing Management, March 2007.
“Lost in Translation,” Marketing Management, March/April 2007.
“Some Things Are Working,” Marketing News, April 2007.
“Marketing’s New Job Description,” Marketing News, May 2007.
“Experiencing a Brand Experience,” Marketing Management, May/June 2007.
“Safe Strategies Don’t Suit Small Business Needs,” Marketing News, June 2007.
“Brands and Social Networks,” Marketing Management, July/Aug 2007.
“What’s Engaging,” Marketing Management, August 2007.
“Transitions,” Marketing News, September 2007.
“What Do They Know We Don’t,” Marketing Management, September/October 2007.
“What’s Driving Marketing Communication,” Marketing News, October 2007.
“Lines or Circles,” Marketing News, November 2007.
“The Linear Rush to Advertise,” Marketing Management, November/December 2007.
“Will ‘Real’ Customer Loyalty Please Stand Up,” Marketing News, January 2008.
“IS the Past Past,” Marketing News, February 2008.
“When Fresh is no Longer Enough,” Marketing News, March 2008.
“Actions not Promises,” Marketing Management, March/April 2008.
“Brands and Social Networks,” Marketing Management
“No Experience Necessary,” Marketing News, April 2008.
“You are Missing the Point,” Marketing News, May 2008.
“Where is the New Stuff,” Marketing Management May/June 2008.
“Clean City Impact,” Marketing News, June 2008.
“Knowing vs. Needing,” Marketing Management, July/Aug 2008.
“Informed Employees Light the Way,” Marketing News, August 2008.
“Is ROI Stuff and Nonsense?,” Marketing News, September 2008.
“Branding from Emerging Markets,” Marketing Management, Sept/October 2008.
“Disrobing the Emperor,” Marketing News, October 2008.
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