• by Karl Greenberg , Staff Writer, October 17, 2008

Short and long-term growth is critical.  Coca-Cola how to balance short term sales and profit goals. NA research revealed frustrattion on this. 73% of marketers say it is tougher now than five to ten yeas ago to balance short and long term goals. Marketrs say 96% of senior management see generating immediates sales profits as critical versus 60% who see long term as such.

Leaders of Coke have have tried to deal with this with partnerhsip for success initiative, linking finance and marketing for sustained proficutivity.  which drives both long term brand equity and short term revenues.  It has lead to award winning ads and promotional work around "Coke Side of Life". Marketing growth model. from CEO perspective, business botth defined by sales and proits and shareholder value. brand growth drives business growth in two ways:  growing market share and growth in brand value.  InterBrand says grwoth in brand value is measureable.

Growing brands is essential to enterprise success.  And marketer members of ANA say taht they are most concerned with employing integrated marketing strategies, developing a holistic approach to consumer engagement.   To achieve strategic consistency, says Liodice, ANA members ID a need to define common measnurement, elminate functional silos, build cross discipline skills. "Underpinning this is broad based commitment to marketing accountability."

ANA , in 2008 collaboration increased to 33% from 22% in 2007.