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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 
 |  | | Understanding China’s wealthy | | McKinsey Quarterly, July 2009
China will soon be home to the world’s fourth-largest population of wealthy households. Companies that hope to reach them must understand how they differ from their counterparts elsewhere, from other Chinese consumers, and from one another. | | Read more on McKinsey Quarterly site |
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| | | The consumer decision journey | | McKinsey Quarterly, June 2009
Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. | | Read more on McKinsey Quarterly site |
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| | | Understanding online shoppers in Europe | | McKinsey Quarterly, May 2009
Shopping attitudes vary across Europe. Retailers must tailor their online offers to the needs of target segments. | | Read more on McKinsey Quarterly site |
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| | | Cutting sales costs, not revenues | | McKinsey Quarterly, March 2009
Courageous companies can use the downturn to make their sales operations not only less expensive but also more effective. | | Read more on McKinsey Quarterly site |
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| | | Measuring marketing: McKinsey Global Survey Results | | McKinsey Quarterly, March 2009
Marketing may be hard to measure, but many companies aren’t even using the tools available to them. However, some companies with a clearer understanding of their spending are planning to increase it, even in the current economic environment. | | Read more on McKinsey Quarterly site |
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| | | Maintaining the consumer experience | | McKinsey Quarterly, December 2008
Stinting on customer service is a common and sometimes costly response to tough economic times. By managing the customer experience more rigorously, companies can maintain quality while still saving money.
| | Read more on McKinsey Quarterly site |
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| | | 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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| | | 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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