Focus On: Marketing

As marketing is increasingly seen as an engine of organizational growth, the discipline has continued to become more rigorous and sophisticated. In this issue, the chief marketing officer of Coca-Cola discusses a successful new product launch. With a growing concern for measuring the bottom-line impact of marketing, Wharton Professor David Reibstein examines how companies are linking marketing and financial metrics. Finally, we introduce a new feature — Career Reflections — featuring thoughts from top executives on their career journey. This month we share insights from Jean-Paul Agon, President and CEO of L'Oreal USA, speaking at a recent Wharton conference, on his own career, what he looks for in his own hiring, and the central importance of marketing to his work.

Best regards,
Mary-Anne Smith
Director of Communications
mary-anne@wharton.upenn.edu

PS: All of us at Wharton Executive Education wish our readers a joyful holiday season and a peaceful New Year.

"You don't get it, Daddy, because they're not targeting you."

©The New Yorker Collection 1977 William Hamilton from cartoonbank.com. All Rights Reserved.

Thought Leaders
Coca-Cola's C2: Anatomy of a New Product Launch

Javier Benito, CMO of Coca-Cola North America, discusses the launch of C2. More

In the Classroom
Linking Marketing Metrics to Financial Consequences

Wharton Professor Dave Reibstein looks at strategies for measuring and increasing the return on marketing. More

Career Reflections
A Winning Bet

L'Oreal President and CEO Jean-Paul Agon is thankful that management made a "bet" on him early in his career. What does he look for in placing his own bets on up-and-coming employees? Among other qualities, "talent and passion." More

Wharton Leadership Conferences
Leading With Creativity and Conviction

How do you lead an increasingly diverse, creative, and eclectic workforce? An outstanding group of organizational leaders and thinkers will explore leadership creativity during Wharton Leadership Conferences in San Francisco in February and in Philadelphia in June. More

Education à la Carte
Market Yourself

In addition to providing a diverse portfolio of marketing programs, Wharton offers a variety of upcoming programs to enhance your own portfolio of skills.

Any comments or suggestions? Please send us your thoughts at mary-anne@wharton.upenn.edu. We want to make every effort to respect your confidence, so please let us know if you don't want us to share them in future issues of Wharton@Work: E-Buzz.

©2004 Victoria Roberts from cartoonbank.com. All Rights Reserved.

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Upcoming Programs:

Creating Value Through Financial Management
Feb. 14–18, 2005
Philadelphia

Conference
Leading With Creativity and Conviction
Feb. 2, 2005
San Francisco
Dec. 17, 2004, early bird registration!

Pricing Strategies: Measuring, Capturing, and Retaining Value
March 6–10, 2005

Integrating Finance and Marketing: A Strategic Framework
April 4–7, 2005
San Francisco

Coming Soon From Wharton School Publishing

Managing Customers as Investments: The Strategic Value of Customers in the Long Run, by Sunil Gupta and Donald Lehmann, presents approaches for assessing the long-term value of customers and strategies for acting on that information to generate improvements throughout the entire customer relationship cycle.

Wharton Executive Calendar

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