Marketing executives are under growing pressure to show a return on investment for their programs, but many are struggling and finding the process complex, according to a report by The Conference Board.

Many executives say they lack the technological resources necessary to measure these programs. Others say they are facing strong cultural resistance

The most ethnically diverse and technologically savvy generation in U.S. history, the adults of Generation Y, born from 1979 to 1990, number about 40 million. Also known as Echo Boomers, Millennials and a host of other catchy titles, Gen Y adults tend to be self-confident, team-spirited, politically liberal and more digitally literate than their elders. They take for granted the quick convenience and seemingly infinite options afforded by cell phones, the Internet, indulgent parents and a marketplace eager to meet their mercurial tastes. Gen Y adults also stay single longer, remain more emotionally and financially attached to their parents, and delay their own parental responsibilities longer, while indulging their inner child more vigorously, than the generations before them.

Despite the cultural phenomenon that Facebook and MySpace have become in five years’ time, 55% of the chief marketing officers at leading brands surveyed by Epsilon said they’re not too interested (22%), or not interested at all (33%), in incorporating the social networking sites into their marketing strategies.

When it comes to buying apparel and electronics, shoppers are most interested in hearing from their peers about products, retailers and past shopping experiences.

Service again ranked above price as a global driver of customer churn, according to Accenture’s fourth annual study on customer service satisfaction, titled “High Performance in the Age of Customer Centricity.”

No, they are irrelevance-resistant.

Hard evidence is critically important to any brand case, and an evidentiary overlay can be a tremendous asset in building and communicating a uniquely compelling brand position.

A new generation has stepped up to meet the challenge of preserving our environment. These young activists come from all socio-economic backgrounds and from all parts of this country. Unlike prior generations, one thing these mini eco-warriors do have in common is a unified concern about their environment and a profound belief that they can make a difference.

At the AAAA Media Conference in 2005, P&G's Chief Marketing Officer Jim Stengel prognosticated, and I'm paraphrasing, "In 10 years we'll be evaluating media buys based on engagement."  Within days, "engagement" was the hottest buzz word in media.  Councils were formed, papers writ, models dev

Consider this idea: Marketing leadership is shifting from command-and-control to cultivate-and-coach.

What are the greatest challenges faced by Chief Marketing Officers around the globe? What strategies are they implementing to surmount these challenges?

As the stock market crumbles, retail sales fall and consumer confidence plummets, businesses are looking for ways to survive and thrive in this economic climate.

A glimpse is all it takes.

Despite an explosion in the number of digital video recorders (DVRs), TV advertisers do not necessarily need to fear their dollars are completely wasted by ad skippers.

A new study conducted by Jack Morton Latino demonstrates the value of live events for marketers trying to reach US Hispanics, the nation's fastest-growing demographic.

The study demonstrates, among other things, that:

Now that The Brand Bubble has spelled out that most brands--and therefore their companies--are greatly overvalued by the financial markets, we find out that those on the inside do not have a clear idea of what their brands are worth, either.