SELECTED RECENT ARTICLES AND PUBLICATIONS
for a complete listing see the Curriculum Vitae
Measuring and Motivating Brand Advocates, (with Eric Paquette), Copernicus Marketing Genius Series eBook, October 2012
State-Of-The-Science-Market-Segmentation: Making Results Actionable for the Entire Marketing Organization, (with Ami Bowen) Book Chapter, Leading Edge Marketing Research: Twenty First Century Tools and Practices, (edited by Mel Prince), November 2011
How to Define a 'Good Target' in the Digital Age: Five Characteristics to Spot in Determining the 'Best' Customers, (with Peter Krieg), Advertising Age, November 2010
Get a Grip on Innovation ROI, (with Peter Krieg), Marketing Management, Spring 2010
Yes You Can! Get More Out of Segmentation Research, (with Henry Gamse), Copernicus Marketing Genius Series eBook, February 2010
Make the ROI Needle Jump the Groove: Five Steps to Better Targeting Health, (with Eric
Paquette), DTC Perspectives, March, 2009
Five Marketing Tips: Start the New Year Off Right, (with Peter Krieg), Sales and Service
Excellence Magazine, January 2009
Reports of the Death of CMO’s Greatly Exaggerated, CMO Journal, August 2008
Barak Obama: A Brand to Believe In?, (with Ami Bowen) Brandweek, May 2008
Don’t Let the Poor Results From Marketing Metrics Get You Down, BtoB Magazine, February, 2008
Ending the Bitter Feud Between Sales and Marketing, Sales and Marketing Management, September 2007
An End to Doorstops: Segmentation Studies Should do More Than Sit on Your Floor, Marketing Research, Fall, 2007
The Effects of Visual Enhancement On Attribute/Benefit Desirability and Brand Perception Measures: Implications for Reliability and Validity, The Journal of Advertising Research, March 2007
Birds on Hippos: Take a Lesson From Nature, and Go From ‘Just Another Vendor’ to a Real Business Partner With Knowledge Leadership, Marketing Management, Nov/Dec 2006
The Impact of TV Program Involvement on Advertising Effectiveness, COURT TV and its ROI Partners, June 2006
A Six Sigma Approach to Marketing Accountability, The Advertiser, October 2005
Resurrect Your Brand Using Six Sigma Thinking, Marketing Research, Fall, 2005
Don’t Blame the Metrics, The Harvard Business Review, June 2005
The Check’s in the Mail: The Transformation of Deluxe Financial Services Is The Stuff Of Business Legend, Marketing Management, January/February 2005
Product Life Cycle: A Dangerous Idea, Brandweek, March 2004
Illustrations of The Ecological Fallacy in Advertising Research, The Journal of Advertising Research, December 2003
Brand Confusion, Harvard Business Review, Fall 2002
Counterintuitive Thinking – Rescue your Brands from Becoming Commodities Before It’s too Late,” Publicidad & Mercado Columbia, July, 2002
Sleuthing, Not Slashing for Growth, The Conference Board Magazine of Ideas and Opinion, September, 2001
* None of these books would have been written without the close collaboration of Wallace ("Wally") Wood, a brilliant writer & editor who has devoted years of his life to working with Kevin on these books.
**The articles listed here represent 20 recent publications of approximately 200 that Kevin Clancy has done. Many of these articles were written with his distinguished partner, Peter Krieg, currently CEO of Copernicus, and other partners of their firm. None of them would have been written or published without the close collaboration of Ami Bowen, Vice President and Director of Corporate Communications at Copernicus.
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