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Our Knowledge - Marketing Spending Efficiency and Effectiveness

Our knowledge agenda has focused on the dynamics of achieving marketing spending efficiency and effectiveness in today’s complex environment. We have examined strategies and tactics in a range of industries, including packaged goods, financial services, telecommunications, and retailing. Currently, we are expanding our understanding of the effectiveness of individual marketing vehicles in different brand situations.

View other Marketing Spending Efficiency and Effectiveness articles or browse the full set of articles sorted by our services at our Comprehensive Article Listing.

Featured Articles
Restructuring Marketing Spending To Do More With Less
Marketing Solutions
March 2002
 Today’s economic climate requires that marketing spending be managed as both a cost and an investment. Our work with clients has identified the critical levers that can enable marketers to restructure their spending without diminishing their brands’ presence with key customers.
Download PDF - 280 kb »
Marketing Spending Effectiveness: How to Win in a Complex Environment
McKinsey White Paper
Winter 2000
 To prosper in today’s environment, marketers must dramatically improve the impact of every marketing dollar they spend. Marketing dollars need to contribute to brand building according to the new rules of marketing.
Download PDF - 1330 kb »
Marketing Spending Effectiveness: How to Win in a Complex Environment (North American version)
Marketing Solutions
June 2000
 An increasingly complex environment has put an end to business as usual in managing marketing spending. We have identified specific steps to take advantage of the broader set of marketing options, while focusing the right amount of spending in the right places.
Download PDF - 166 kb »
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