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Publications
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The McKinsey BrandMatics concept will show you how brands can be systematically managed. The individual tools and detailed concepts are organized into three topic areas: measuring, making, and managing power brands.
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The fourth issue of ’Recall, McKinsey's publication that provides marketing and sales insights for executives and board members in the telecommunications industry focuses on Customer Lifecycle Management (CLM) and the evolving role it plays in telecommunications. CLM has been the cornerstone of competitive advantage among telecoms and has maintained this status in a time of increasing saturation. As a practice, CLM has endured for many years, but the potential it holds for many organizations has yet to be fully tapped. Let’s face it. CLM is hard work, and it lacks the “flash” and glamour of advertising. Its payoff, however, is indisputable, as it drives value like few other instruments. In telecommunications, CLM is not just a “job to be done.” It’s the way we run our business. It’s part of our organizational DNA.
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