For CMO & Marketing Leadership Professionals

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	August 4, 2010 Benchmark Your Marketing Innovation Evaluate The Balance Of Your Company's Marketing Innovation Across The Four P's by Mary Beth Kemp with David M. Cooperstein, Kim Le Quoc, Corinne J. Madigan

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Executive Summary

Marketing leaders are investing more in innovation. But most are spending their resources on the typical marketing comfort zone of promotion. The other three P's of marketing — product/service, place, and price — get less interest and attention. Chief marketing officers (CMOs) must balance their innovation across all four P's of the marketing mix to deliver the most value, respond to the needs of loyal customers, and differentiate the brand experience. Marketers should benchmark their marketing initiatives and compare their results with those of the other marketers in this report. They can then plan to activate all four P's as they look to engage with customers.

TABLE OF CONTENTS

• Marketers' Investment In Innovation Is Too Concentrated On Promotion
• Bring Better Balance To Marketing Innovation
• Compare Your Innovation Ambitions With Others'

RECOMMENDATIONS

• Mind Your P's In Your Innovation Road Map
• Supplemental Material
• Related Research Documents

This is an excerpt

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