My start in the industry came during the heyday of direct marketing: data was king and the data planner the key to unlocking the riches that the target consumer held. Stereotypically, a 28 to 35 year old housewife who regularly read the Daily Mail, enjoyed travel, eating out and cinema, had two or more credit cards and a direct debit to an animal charity, lived in a semi-detached house and had two cars parked on the drive.
Archive for the ‘Pricing’ Category
David Fincham, director, Charterhouse
In marketing production, we often see inefficient procurement practices due to the lack of proximity between these two functions. While most companies have made some headway towards optimising production – a vital component of every marketing campaign – this is often only in one or two areas such as print and pre-press.
As marketing techniques continue to evolve and brands shift their focus towards digital, tackling production is becoming a more complex issue for marketing and procurement professionals alike. (more…)
Peter Colman, senior director at Simon Kucher & partners
The Chief Procurement Officer (CPO) is the person that all marketers should be watching.
The role has become prevalent as larger companies exploit cost cutting opportunities. But procurement and marketing need to get along to ensure sustained success. (more…)