McKinsey Quarterly is the business journal of McKinsey & Company.
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.
NOVEMBER 2007
Management guru C.K. Prahalad examines the technique of tapping individual consumers to help develop products and create appealing experiences.
Baby boomers have rewritten the rules at every stage of their lives. They will rewrite the rules of retirement as well.
FEBRUARY 2008
As the industry matures, mobile operators won’t be able to count on a flood of new customers to fuel growth, so they must create more value from those they already have—including prepaid ones.
AUGUST 2007
Many chief marketers still have narrowly defined roles that emphasize advertising, brand management, and market research. They will have to spread their wings.
AUGUST 2006
Executives hoping to transform a commercial organization must tailor their change-management approach to several specific challenges posed by sales and marketing.
SEPTEMBER 2008
It’s hard for brand managers to keep pace with the shifting attitudes of Chinese consumers. But some trends can be discerned amid the noise.
Multinational retailers face new challenges to capture the increased spending power in each of these distinctive markets.
Over the next two decades, the country’s middle class will grow from about 5 percent of the population to more than 40 percent and create the world’s fifth-largest consumer market.
FEBRUARY 2007
Little is known about the middle class in the GCC states, but a recent survey illuminates the hopes, fears, and expectations of this important segment.
MARCH 2007
Traditional shops and the companies that serve them are finding life harder and harder. For the suppliers, segmented execution is the answer.
NOVEMBER 2006
By tapping into local networks, companies can serve low-income markets profitably, delivering significant value to shareholders while creating the essential market infrastructure for economic development in the neediest communities.
MARCH 2009
Courageous companies can use the downturn to make their sales operations not only less expensive but also more effective.
DECEMBER 2008
The old recession playbook won’t work this time around.
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.
In the current environment, costs are rising as price sensitivity increases. Six tactics can help companies get pricing right.
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.
Marketers who let a thousand flowers bloom risk losing focus.
SEPTEMBER 2007
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.
The success of online participatory media—video-sharing sites and corporate wikis alike—depends on the quality contributions of a small core of enthusiasts.
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.
DECEMBER 2007
Many salespeople resist cross-selling, so management must address their misgivings head on and convince them of its benefits.
An effort to determine the value of specific kinds of customer inquiries shows how companies should decide which channels are best for dealing with each of them.
MAY 2006
Many companies can turn their inbound call centers into powerful engines for growth.
Use this HTML code to embed the video on your blog or site:
Your e-mail address* Send me a copy.
Recipient e-mail address* (Separate multiple e-mail addresses with commas. Limited to 20 addresses.)
Subject
Message ( characters remaining)(maximum length reached) Type your letter here.
*Required
The e-mail addresses that you supply to use this service will not be used for any other purpose.