About the Contributor

Contributed by Christopher Kenton

• ROI: Friend or Foe?

  CONTENT TYPE: Article | ELEMENT: | TOPIC:

  The next time you hear “ROI,” resist the temptation to roll your eyes, and think instead about the impact those ...

• Ten Fundamentals That Matter More Than a Big Budget, Part 2

  CONTENT TYPE: Article | ELEMENT: | TOPIC:

  If you’re at a loss for how to plan your marketing programs in the current economy, take a clue from ...

• Ten Fundamentals That Matter More Than a Big Budget

  CONTENT TYPE: Article | ELEMENT: | TOPIC:

  This economic "rinse cycle" offers an opportunity to shore up your organization's fundamental strengths. Happily, for anyone responsible for a ...