01/08/2011 - Measuring the value of search
New McKinsey research estimates the impact of Internet search in the global economy,[...]
McKinsey & Company
McKinsey Quarterly
McKinsey Quarterly
Confronting proliferation... in online media: An interview with Yahoo!’s senior marketer
(Premium Members - Free Guest Access) Cammie Dunaway explains how she is preparing for the future by shifting the company’s marketing dollars to vehicles whose returns can be measured and by fostering intellectual curiosity.
01/06/2007
Thomas D. French
McKinsey Quarterly
Thomas D. French
McKinsey Quarterly
The Internet has given consumers an unprecedented level of choice and marketers an increasingly complex range of approaches for reaching them.
Yahoo!—one of the Web’s best-known brands—is near the center of the storm.
In this interview, Yahoo!’s chief marketing officer, Cammie Dunaway, describes how the company is trying to reach multitasking consumers and to strengthen its marketing capabilities.
By shifting marketing spending toward vehicles whose returns can be measured and fostering intellectual curiosity inside the organization, Dunaway hopes to cut through today’s clutter and prepare for future changes.
Confronting proliferation ... in online media: An interview with Yahoo!’s senior marketer
(Premium Members - Free Guest Access)
Contributi affini
01/08/2007 - What consumers want from online news
McKinsey research shows that different groups of consumers have different attitudes[...]
Andre Dua, Liz Hilton Segel
McKinsey Quarterly
McKinsey Quarterly
01/10/2011 - The great transformer: The impact of the Internet on economic growth and prosperity
The Internet accounted for 21 percent of the GDP growth in mature economies over[...]
James Manyika, Charles Roxburgh
McKinsey Global Institute
McKinsey Global Institute