The rise of the customer-led economy
Research Methodology
In June 2013 The Economist Intelligence Unit conducted a global survey of 1,300 executives. The respondents are based in Europe (35%), North America (30%) and Asia-Pacific (24%); the remainder are from the Middle East and Africa and Latin America. A total of 90 countries are represented. C-level executives represent 61% of the total number of respondents, who hail from 19 different industries.
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The rise of the customer-led economy
“To satisfy the customer is the mission and purpose of every business.” -Management guru Peter Drucker
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Accountability in Marketing - Linking Tactics to Strategy, Customer Focus a...
Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.
In addition to their outward, customer-facing activities, marketing executives are working more closely with chief executives to help fulfil strategic targets, deliver innovation, and focus on using data and analytics to segment and target the consumer base. They are also increasingly accountable for overall business growth.
However, a lack of visibility across both tactical and strategic activities is undermining the ability of marketing chiefs to meet their goals, according to a survey of 250 CMOs and senior marketing executives across Europe.
Sufficiently efficient: 4 ways marketers achieve efficiency by doing more w...
With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands? View infographic>>
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Lost in transcreation
When it comes to symbols, the smile reigns supreme. Its one connotation—happiness—is undisputed the world over. Yet despite the smile’s universal appeal, research suggests that culture affects our perceptions of it in unexpected ways... Read full article >>
The meaning of subtle symbols like smiles and colours varies between Asian and Western cultures. What should marketers bear in mind when launching global campaigns? View infographic >>
The rise of the customer-led economy
The rise of the customer-led economy
“To satisfy the customer is the mission and purpose of every business.”
-Management guru Peter Drucker
But for decades the gap between big companies and the customers who bought their products and services has grown only wider. The customer might be king, but his crown slipped.
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Accountability in Marketing - Linking Tactics to Strategy, Customer Focus a...
Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.
In addition to their outward, customer-facing activities, marketing executives are working more closely with chief executives to help fulfil strategic targets, deliver innovation, and focus on using data and analytics to segment and target the consumer base. They are also increasingly accountable for overall business growth.
However, a lack of visibility across both tactical and strategic activities is undermining the ability of marketing chiefs to meet their goals, according to a survey of 250 CMOs and senior marketing executives across Europe.
Sufficiently efficient: 4 ways marketers achieve efficiency by doing more w...
With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands? View infographic>>
More from Marketing Efficiency Series Lost in transcreation
When it comes to symbols, the smile reigns supreme. Its one connotation—happiness—is undisputed the world over. Yet despite the smile’s universal appeal, research suggests that culture affects our perceptions of it in unexpected ways... Read full article >>
The meaning of subtle symbols like smiles and colours varies between Asian and Western cultures. What should marketers bear in mind when launching global campaigns? View infographic >>
Unique Selling Points
Unique selling points: Separating sales leaders from the pack is a report from The Economist Intelligence Unit. The report, commissioned by Qlik, draws on a global survey of 550 senior sales executives, desk research and interviews with experts to examine the way in which companies manage the sales process and whether the use of technology makes them more effective at selling.
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Unique Selling Points-Global Infographic
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Unique Selling Points-APAC Infographics
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Unique Selling Points-Europe Infographics
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Fostering exploration and excellence in 21st century schools
The giving chain: How philanthropy is driving progress in Asian education
Education is widely seen as the main driver of long-term social impact in Asia, and educational philanthropists are increasingly targeting innovative projects that help marginalised and deprived communities.
How to contribute wisely to education in Asia? Read the report >>
Sparking economic progress through education
Through Q&As with luminaries in a number of sectors across the world, interviews aim to surface insights for policy makers, business leaders and other stakeholders as they consider actions to improve the quality of, and access to, education, to fortify their country’s economic, social and geopolitical fabric.
The series is supported by The International Commission on Financing Global Education Opportunity, which just presented a report urging governments to expand access to education to the UN Secretary-General, Mr Ban Ki-moon, and the Commission Co-Convenors during the UN General Assembly in New York.
The report, entitled "The Learning Generation: Investing in Education for a Changing World,” underscores the importance of quality education to address the social, economic, and security challenges of our time. For more on the report please go to educationcommission.org
Making airports customer-centric
How are airport facilities being reshaped to clear the path for passengers?
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Accountability in Marketing - Linking Tactics to Strategy, Customer Focus a...
Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.
In addition to their outward, customer-facing activities, marketing executives are working more closely with chief executives to help fulfil strategic targets, deliver innovation, and focus on using data and analytics to segment and target the consumer base. They are also increasingly accountable for overall business growth.
However, a lack of visibility across both tactical and strategic activities is undermining the ability of marketing chiefs to meet their goals, according to a survey of 250 CMOs and senior marketing executives across Europe.
Sufficiently efficient: 4 ways marketers achieve efficiency by doing more w...
With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands? View infographic>>
More from Marketing Efficiency Series Lost in transcreation
When it comes to symbols, the smile reigns supreme. Its one connotation—happiness—is undisputed the world over. Yet despite the smile’s universal appeal, research suggests that culture affects our perceptions of it in unexpected ways... Read full article >>
The meaning of subtle symbols like smiles and colours varies between Asian and Western cultures. What should marketers bear in mind when launching global campaigns? View infographic >>
The Big Rethink 2014 - It's all about the journey
Björn Timelin, Partner, McKinsey & Company
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Accountability in Marketing - Linking Tactics to Strategy, Customer Focus a...
Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.
In addition to their outward, customer-facing activities, marketing executives are working more closely with chief executives to help fulfil strategic targets, deliver innovation, and focus on using data and analytics to segment and target the consumer base. They are also increasingly accountable for overall business growth.
However, a lack of visibility across both tactical and strategic activities is undermining the ability of marketing chiefs to meet their goals, according to a survey of 250 CMOs and senior marketing executives across Europe.
Sufficiently efficient: 4 ways marketers achieve efficiency by doing more w...
With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands? View infographic>>
More from Marketing Efficiency Series Lost in transcreation
When it comes to symbols, the smile reigns supreme. Its one connotation—happiness—is undisputed the world over. Yet despite the smile’s universal appeal, research suggests that culture affects our perceptions of it in unexpected ways... Read full article >>
The meaning of subtle symbols like smiles and colours varies between Asian and Western cultures. What should marketers bear in mind when launching global campaigns? View infographic >>
The Big Rethink 2014 - Marketing in the moment
A consumer snapshot from Bruce Daisley, Managing Director, Twitter UK
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Accountability in Marketing - Linking Tactics to Strategy, Customer Focus a...
Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.
In addition to their outward, customer-facing activities, marketing executives are working more closely with chief executives to help fulfil strategic targets, deliver innovation, and focus on using data and analytics to segment and target the consumer base. They are also increasingly accountable for overall business growth.
However, a lack of visibility across both tactical and strategic activities is undermining the ability of marketing chiefs to meet their goals, according to a survey of 250 CMOs and senior marketing executives across Europe.
Sufficiently efficient: 4 ways marketers achieve efficiency by doing more w...
With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands? View infographic>>
More from Marketing Efficiency Series Lost in transcreation
When it comes to symbols, the smile reigns supreme. Its one connotation—happiness—is undisputed the world over. Yet despite the smile’s universal appeal, research suggests that culture affects our perceptions of it in unexpected ways... Read full article >>
The meaning of subtle symbols like smiles and colours varies between Asian and Western cultures. What should marketers bear in mind when launching global campaigns? View infographic >>
The Big Rethink 2013 - Be Mysterious
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Accountability in Marketing - Linking Tactics to Strategy, Customer Focus a...
Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.
In addition to their outward, customer-facing activities, marketing executives are working more closely with chief executives to help fulfil strategic targets, deliver innovation, and focus on using data and analytics to segment and target the consumer base. They are also increasingly accountable for overall business growth.
However, a lack of visibility across both tactical and strategic activities is undermining the ability of marketing chiefs to meet their goals, according to a survey of 250 CMOs and senior marketing executives across Europe.
Sufficiently efficient: 4 ways marketers achieve efficiency by doing more w...
With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands? View infographic>>
More from Marketing Efficiency Series Lost in transcreation
When it comes to symbols, the smile reigns supreme. Its one connotation—happiness—is undisputed the world over. Yet despite the smile’s universal appeal, research suggests that culture affects our perceptions of it in unexpected ways... Read full article >>
The meaning of subtle symbols like smiles and colours varies between Asian and Western cultures. What should marketers bear in mind when launching global campaigns? View infographic >>
The Big Rethink 2013 - Being Influential
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Accountability in Marketing - Linking Tactics to Strategy, Customer Focus a...
Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.
In addition to their outward, customer-facing activities, marketing executives are working more closely with chief executives to help fulfil strategic targets, deliver innovation, and focus on using data and analytics to segment and target the consumer base. They are also increasingly accountable for overall business growth.
However, a lack of visibility across both tactical and strategic activities is undermining the ability of marketing chiefs to meet their goals, according to a survey of 250 CMOs and senior marketing executives across Europe.
Sufficiently efficient: 4 ways marketers achieve efficiency by doing more w...
With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands? View infographic>>
More from Marketing Efficiency Series Lost in transcreation
When it comes to symbols, the smile reigns supreme. Its one connotation—happiness—is undisputed the world over. Yet despite the smile’s universal appeal, research suggests that culture affects our perceptions of it in unexpected ways... Read full article >>
The meaning of subtle symbols like smiles and colours varies between Asian and Western cultures. What should marketers bear in mind when launching global campaigns? View infographic >>
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Sir John Hegarty Introduces The Big Rethink 2013
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Accountability in Marketing - Linking Tactics to Strategy, Customer Focus a...
Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.
In addition to their outward, customer-facing activities, marketing executives are working more closely with chief executives to help fulfil strategic targets, deliver innovation, and focus on using data and analytics to segment and target the consumer base. They are also increasingly accountable for overall business growth.
However, a lack of visibility across both tactical and strategic activities is undermining the ability of marketing chiefs to meet their goals, according to a survey of 250 CMOs and senior marketing executives across Europe.
Sufficiently efficient: 4 ways marketers achieve efficiency by doing more w...
With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands? View infographic>>
More from Marketing Efficiency Series Lost in transcreation
When it comes to symbols, the smile reigns supreme. Its one connotation—happiness—is undisputed the world over. Yet despite the smile’s universal appeal, research suggests that culture affects our perceptions of it in unexpected ways... Read full article >>
The meaning of subtle symbols like smiles and colours varies between Asian and Western cultures. What should marketers bear in mind when launching global campaigns? View infographic >>
Nicolas Brusson on collaborative consumption
Perspectives on 2025:
- Co-founder of online car-pooling firm Blablacar
- What's driving - and what's holding back - the growth of collaborative consumption
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Accountability in Marketing - Linking Tactics to Strategy, Customer Focus a...
Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.
In addition to their outward, customer-facing activities, marketing executives are working more closely with chief executives to help fulfil strategic targets, deliver innovation, and focus on using data and analytics to segment and target the consumer base. They are also increasingly accountable for overall business growth.
However, a lack of visibility across both tactical and strategic activities is undermining the ability of marketing chiefs to meet their goals, according to a survey of 250 CMOs and senior marketing executives across Europe.
Sufficiently efficient: 4 ways marketers achieve efficiency by doing more w...
With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands? View infographic>>
More from Marketing Efficiency Series Lost in transcreation
When it comes to symbols, the smile reigns supreme. Its one connotation—happiness—is undisputed the world over. Yet despite the smile’s universal appeal, research suggests that culture affects our perceptions of it in unexpected ways... Read full article >>
The meaning of subtle symbols like smiles and colours varies between Asian and Western cultures. What should marketers bear in mind when launching global campaigns? View infographic >>