Q&A with David Oksman, Reebok Brand Builder and Marketing Executive
AMA Boston chapter member Ben Cohen, Vice President at Denneen & Company, recently sat down with David Oksman, Reebok's Head of Global
How to Develop a More Effective B2B Customer Segmentation
Segmentation is one of the most important tools in a marketer’s toolkit, enabling marketers and their organizations to identify and target the
How to Grow Your Brand Through Diversification
For brands that seek growth, the topic of growth through diversification will eventually arise. Imagine an apparel brand that sees opportunity in
How to Assess and Improve Marketing Effectiveness
As strategic marketers, we recognize the integral ways that the marketing function drives business growth – from identifying the right target audience
“Glocal” Expansion: How Best-in-Class Retail Brands Succeed Abroad
In a previous AMA article, I explored how best-in-class retail brands like Starbucks and McDonald’s execute marketing initiatives so effectively across their
How Best-in-Class Retail Brands Execute Marketing Programs
As marketers who are passionate about building brands and businesses, we know the critical importance of having a compelling and differentiated offering
4 Lessons from Keurig’s Launch of Keurig Kold
For more than a year, excitement had been building around Keurig Green Mountain’s upcoming cold beverage platform, Keurig Kold, which was scheduled
Why “Connected Cars” Matter to Marketers
Consumers demand seamless connectivity The “Connected Car” is a widely discussed and buzzworthy topic – however, it also happens to
Three Tips for Driving Better Insights
Strategic insights are a source of competitive advantage. We now live in an era of Big Data, and like most
Brand Mapping: An Effective and Efficient Tool for Marketers
There is a power to pictures – and that is the reason that perceptual brand mapping can be such an effective and