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With companies under relentless pressure to grow earnings, executives can turn to marketing to address the challenge. But to unlock the full potential, marketing needs to be more tightly integrated into the main strategies, functions, and processes of the business.
Read full executive insight 
 |  | | Make way for the U-Boomers | | Forbes.com, April 03, 2008
With big appetites and small wallets, some 24 million Americans are still a huge market.
| Read more on the Forbes site |
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| | | Getting More from Prepaid Mobile Services | | The McKinsey Quarterly, February 2008
As the industry matures, mobile operators won’t be able to count on a flood of new customers to fuel growth, so they must create more value from those they already have—including prepaid ones.
| | Read more on the McKinsey Quarterly site |
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| | | Refocusing the Sales Force to Cross-sell | | The McKinsey Quarterly, December 2007
Many salespeople resist cross-selling, so management must address their misgivings head-on and convince them of its benefits.
| | Read more on the McKinsey Quarterly site |
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| | | Anticipating Customer Queries in Call Centers | | The McKinsey Quarterly, November 2007
An effort to determine the value of specific kinds of customer inquiries shows how companies should decide which channels are best for dealing with each of them.
| | Read more on the McKinsey Quarterly site |
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| | | Serving Aging Baby Boomers | | The McKinsey Quarterly, November 2007
Baby boomers have rewritten the rules at every stage of their lives. They will rewrite the rules of retirement as well.
| | Read more on the McKinsey Quarterly site |
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| | | How Half the World Shops: Apparel in Brazil, China, and India | | The McKinsey Quarterly, November 2007
Multinational retailers face new challenges to capture the increased spending power in each of these distinctive markets.
| | Read more on the McKinsey Quarterly site |
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| | | Power Brands: Measuring, Making and Managing Brand Success | | Hajo Riesenbeck and Dr. Jesko Perrey, 2007
In this book, marketing experts Hajo Riesenbeck and Jesko Perrey of McKinsey present a thorough and proven approach to harnessing the power of brands more deliberately and successfully. | | Read more |
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