マーケティング・セールス 最近の論考

マーケティング・セールス機能は、パーソナライズされた顧客体験が当然とされるようになるなかで、大きな課題と機会に直面しています。デジタル・マーケティングの進化が自社の事業にとってどんな意味があるかを考えるうえでBCGの論考がお役に立てば幸いです。


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Covid-19 Consumer Sentiment Survey - JP

POST COVID-19の消費者心理を読み解く

BCGは、日本全国の消費者を対象に、新型コロナウイルス感染症拡大による消費者意識の変化に関する調査を実施しました。「家庭生活重視」へシフトする消費者の価値観や、直近の物価高に対する消費動向について分析しています。

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デジタルマーケティング成熟度の向上

デジタルマーケティングが多くの企業の注目を集めていますが、デジタルマーケティングに習熟し、あらゆるチャネルにわたりダイナミックに実践できている企業はごくわずかです。

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BCG流 戦略営業

『思考する営業 BCG流営業戦略』(ダイヤモンド社)が文庫化されました。一部加筆改訂しています。

Sales and Channels

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Social Commerce Is Remaking Online Shopping

If done right, this increasingly popular offshoot of e-commerce can benefit consumers, tech platforms, and brands. Here are four social-commerce archetypes companies can follow.

Building Bionic Capabilities for B2B Marketing

Advanced digital and data competencies—combined with human interaction and engagement—are indispensable to creating and scaling the high-quality B2B buying experiences that customers expect.

CMOs Must Act Now—and Plan for Later

Resilience requires CMOs to be nimble—investing in capabilities that can help their companies win now and those that will create competitive advantage over the next three to five years.

B2B Marketing

Digital Marketing and Privacy

Marketing Organization

Consumer Insights

The Consumer Sentiment Series Rectangle

The Consumer Sentiment Series

The late summer rise of the Delta variant in the US has reduced optimism, but participation in various activities has actually increased since May.

FOOTBRIDGE OVER RIVER
Exclusive Download

The Future Is Mainstream Green: Introducing a New Growth Strategy

This is a guide for chief marketing officers to take green beyond niche and into the mainstream. Mainstream Green is about driving sustainable choices by all consumers, not just those who are moved by sustainable claims. To reach our collective climate ambitions, we need massive consumer change—a widespread embrace of new products, new services, new marketing, and new behaviors.

CMOs are well positioned to drive customer-centric change because they understand consumers’ concerns and aspirations and have a platform within companies to make change happen. By following this guide, CMOs can take practical steps toward helping us get to Mainstream Green.

Customer Centricity

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BCG on Marketing, Sales, and Pricing

顧客の期待は高まっています。それに応える準備ができていますか。LINKEDINでBCGの最新の投稿をご覧ください。

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