Focus: Revolutionizing Marketing

Now that companies have squeezed all the efficiencies they can from their current operations, where will growth come from? Business leaders are increasingly looking to marketing, not just to sell the present product line but to tap into markets and identify the "white spaces" for future growth. CEOs also are expecting more accountability from marketing for demonstrable results. In this issue, we explore revolutions in marketing, through the perspective of David Pottruck, CEO of Charles Schwab; Professor Vijay Mahajan considers opportunities in emerging markets; and finally Professor David Reibstein and William Moult, former President of the Marketing Science Institute, examine marketing "dashboards" in our new Marketing Metrics: Linking Marketing to Financial Consequences program.

Best regards,
Barbara Gydé
Senior Director, Executive Programs
[barbaracg@wharton.upenn.edu]

Caption: "Actually, I preferred 'Heaven,' too, but then the marketing guys got hold of it."

© The New Yorker Collection 1997 Lee Lorenz from cartoonbank.com. All Rights Reserved.

Thought Leaders
Charles Schwab's David Pottruck on Rediscovering Marketing

In a fast-growth environment, marketing discipline fell by the wayside. Now Charles Schwab is focusing more attention on making marketing an engine of growth, said CEO David Pottruck during a recent speech at Wharton. [More]

Senior Management Programs
Strategies for Emerging Markets

There are tremendous growth opportunities in emerging economies, but companies need to take different marketing approaches to capitalize on these opportunities. In a recent session of the Wharton Fellows program, Marketing Professor Vijay Mahajan discussed strategies for reaching this "forgotten 86%" of the world market. [More]

In the Classroom
Driving Performance With Marketing Dashboards

How do you know if your marketing is on track? Faculty in Wharton's Marketing Metrics program discussed and demonstrated the use of "dashboard" to monitor marketing results and simulations to explore the future impact of proposed marketing actions. [More]

The Last Word
Marketing by Instrument

Aircraft pilot and Vice Dean Robert Mittelstaedt, Jr., says that in harsh weather we need to turn to instruments to guide our marketing strategies to success. [More]

Caption: "There's a Mr. Egg McMuffin here who says we've been using his name without permission."

© The New Yorker Collection 1993 J.B. Handelsman from cartoonbank.com. All Rights Reserved.

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Special Events

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  A complimentary Executive Briefing with Professor David Reibstein.
  November 13, 2003,
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  November 17, 2003,
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  November 18, 2003,
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  Hosted by the Wharton Center for Leadership and Change Management
  March 23, 2004,
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