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Marketing
Please note: The McKinsey Quarterly has agreed to a special arrangement for CEOExpress members that allows member access to their articles. Articles must be clicked on directly through the links below to gain access to this group of articles.
How companies can make the most of user-generated content
The success of online participatory media—video-sharing sites and corporate wikis alike—depends on the quality contributions of a small core of enthusiasts.
  

How companies are marketing online: A McKinsey Global Survey
A survey of marketers from around the world shows where online tools are most important, how they’re being used, and on which ones companies plan to spend more.
  

Escaping the middle market trap: An interview with the CEO of Electrolux
Hans Stråberg discusses the challenges of serving both the high and low ends of the market successfully.
  

Profiting from proliferation
An explosion of new customer segments, sales and service channels, media, and brands is challenging marketers to reinvent themselves so they can simultaneously prioritize opportunities in a more sophisticated way and increase the consistency and coordination of their marketing execution.
  

Pricing in a proliferating world
Juggling thousands or even millions of price points calls for common systems, greater transparency in performance, and an organizational balance between centralization and decentralization.
  

Past Articles
Building brands in China
A reality check for online advertising
Using call centers to boost revenue
The Chinese consumer: To spend or to save?
The vanishing middle market
Transforming sales and service
Premium marketing to the masses: An interview with LG Electronics India's managing director
Steering Customers To The Right Channels
Marketing To China's Consumers
Organizing For CRM
Playing To Win In The Business Of Sports
Bringing Science To Sales
Can Chinese Brands Make It Abroad?
Better Branding
Pricing new Products
Solving the Solutions Problem
Marketing in 3-D
Building Retail Brands
The Power of Pricing
Spotlight On the Sales Force
A New Bank Market In South Africa
CRM In the Air
Wholesale Moves in China
Making More of Pharma’s Sales Force
A Cure for Clinical Trials
Customer Retention Is Not Enough
The E-tailer’s Secret Weapon
Emerging Marketing
Do Retail Brands Travel?
Revving Up Auto Branding
Marketing In the UK
Shedding the Commodity Mind-Set
What Went Wrong for On-Line Media?
Reversing the Digital Slide
Bringing Discipline to Pricing
The Price of Loyalty
Putting a Price on Solutions
Simplifying Web Segmentation
A New Way to Market
Building Digital Brands
Marketing in a Post-TiVo World
Articles provided by The McKinsey Quarterly
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