SELECTED RECENT ARTICLES
for a complete listing see the Curriculum Vitae
“Problems with Derived Importance Coefficients in Brand Strategy and Customer Satisfaction Studies,” Forthcoming 2010
"Getting a Grip: Marketers Need to Take Hold of Innovation Return on Investment," (with Peter Krieg), Marketing Management, Forthcoming 2010
"Yes You Can! Get More Out of Segmentation Research," (with Ami Bowen, Henry Gamse and Peter Krieg), Published as an E Book, 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
“Barack Obama: A Brand to Believe In?,” 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 Magazine, 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 & Mercadeo, 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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