Marketing of the future. Back to basics

Pedro Chircharro

This paper argues that regardless of the changes brought about by technology and globalisation, the fundamental rules of marketing remain the same.

Marketing of the Future

Back to Basics

Pedro ChicharroBanco Santander, Spain

After more than thirty years working in the world of marketing, in different industries, but always 'doing things' close to the customer and the business, one accumulates sufficient experience, both positive and negative, successes as well as failures, to be able to take stock of the situation and to filter the essence of what one has learned. This paper aims to share with you the results of this reflection.

There is a saying in the East that 'simplicity is supreme sophistication'. It is to this I think we...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands