Insights by Roland Bernhard:

Tools for Profit [PDF]
By Michael Dunn and Roland Bernhard

This article outlines how CMOs can make better marketing spend decisions and evaluate the success or failure of their decisions. They argue that marketing effectiveness can be improved by following six key levers. *Please note, this article is in German. (Absatzwirtschaft, November 2008)

“Customer Experience” – Managing an integrated brand [PDF]
By Andrea Hilber and Roland Bernhard

CMOs can no longer invest in traditional marketing channels.  They must focus their marketing dollars on customer touchpoints that create the greatest opportunity to generate sustainable brand value.  *Please note, this article is in German. (Marketing & Kommunikation, July/August 2008)