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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 
 |  | | Maintaining the consumer experience | | The 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 the McKinsey Quarterly site |
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| | | What's next in innovation | | The McKinsey Quarterly, November 2008
Management guru C.K. Prahalad examines the technique of tapping individual consumers to help develop products and create appealing experiences.
| | Read more on the McKinsey Quarterly site |
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| | | How poor metrics undermine digital marketing | | The McKinsey Quarterly, October 2008
The Web is the most measurable medium in the history of marketing. Now all that's left is figuring out how to measure it.
| | Read more on the McKinsey Quarterly site |
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| | | Pricing in an inflationary downturn | | The McKinsey Quarterly, September 2008
In the current environment, costs are rising as price sensitivity increases. Six tactics can help companies get pricing right.
| | Read more on the McKinsey Quarterly site |
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| | | Rapid transformation of a sales force | | The McKinsey Quarterly, August 2008
Taking a phased "university approach" to change helped one company transform its sales force—successfully—in 6 months rather than the usual 12 to 24.
| | Read more on the 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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