Articles by Mike Leiser:

The Best of Both Worlds [PDF]
By Mike Leiser

CMOs need to leverage corporate and business-unit capabilities to reinvent the marketing function. (CMO Magazine, November 2005)

How Marketing Can Support the Innovation Imperative [PDF]
By Mike Leiser

Innovation is a major hot button with businesses these days, given its critical role in driving organic business growth. As one survey of 940 senior managers found, all considered growing revenues through innovation as critical to success. Yet more than half were unhappy with their innovation investment returns. (Admap, November 2005)

Understanding Brand's Value: Advancing Brand Equity Tracking to Brand Equity Management [PDF]
By Mike Leiser

A perspective on the role that brand equity tracking plays in understanding the impact that brand has on the bottom-line. (Handbook of Business Strategy, September 2003)

Strategic Brand Value: Advancing use of brand equity to grow your brand and business [PDF]
By Mike Leiser

A strategic approach to profiling and managing brand equity over time, using both qualitative and quantitative modeling approaches. (Interactive Marketing, Vol. 5, No. 1, July 2003)