Marketing management: Management approaches, practic...

 

Marketers are natural optimists, but finance officers are required to be objective in pointing out risks and limitations. Thus, if marketers cannot demonstrate payback and rely on unsubstantiated futu ...

This article argues that companies can learn from the political model of campaigning and the research that backs it up. Like a river, the political landscape is always changing with various pressures, ...

This paper argues that both researchers and clients benefit from examining how clients make decisions, especially how they absorb and process information, and how these can be impacted to mutual benef ...

In this article, Peter Field analyses a mass of case studies from around the world to discover how brands with a smaller share of voice have managed to make inroads in the markets of their bigger comp ...

Based on their book 'Mavericks at Work', in which they analysed 32 uniquely innovative US companies, William C. Taylor and Polly Labarre argue that it is no longer good enough to aim to do the same th ...

In this article, Martin Glenn, of the Birds Eye Iglo Group, describes five challenges which he sees as leading to an increasing and dangerous lack of confidence in brand marketing. These are: the thre ...

In this article, Raoul Pinnell - a leading marketer who has worked at companies including Heinz, Nestlé, Prudential, NatWest and Shell - reflects on ten lessons he learned purely from practical experi ...

Antony Young, president of Optimedia US and co-author of Profitable Marketing Communications: A Guide to Marketing Return on Investment, believes that traditional marketing is in urgent need of modern ...

Ken Roberts, managing principal of Forethought Research, argues that ad agencies (and their clients) depend too much on intuition, creative hunches and focus group interpretations when developing bran ...

Socially and environmentally responsible business practices are now becoming a competitive advantage; smart marketers realise that corporate responsibility is linked with financial success. But the pr ...

Creative thinking is an art, but is facilitated by the right procedures for allowing its development. This article discusses creativity and how training can help to achieve it. Creativity requires mor ...

The pursuit of efficiency, or productivity, in manufacturing led to great advances in economic growth and wealth, but only by `deskilling' - the supplanting of human skills by machines. The article ar ...

This article provides advice on how to develop and complete a simple brand scorecard. The benefits of such an approach come both from the results than can be expected as a result of its introduction, ...

This article discusses how to create a company environment in which insights and analytics truly nourish the organisation's growth potential. Three best practice questions are discussed: what work are ...

This paper discusses the use of the Marketing Mix Model, which is increasingly being utilised to set profit and revenue goals, and thus support marketing investments. Some problems with these models a ...

Moët Hennessy (MH), like many organisations, invests a significant part of its marketing investment in the search for consumer insights. But at the end of the process, are we able to quantify the insi ...

For humancentric innovation, it is important to understand people in their everyday life context and anticipate this in developing and creating solutions. Therefore, it is necessary to involve people ...

Under pressure for greater accountability, few marketers dispute the need for improved means to monitor performance and to justify budgets. However, this article argues that the traditional use of a ' ...

While there is a significant body of research on the organizational climate that is conducive to innovation, most of this research has a strong 'western' bias, concept, practice or culture. How much o ...

This paper provides practical strategies for fostering a culture of innovation throughout your entire organization, a culture that both stimulates and places a high value on creative thinking and team ...

This paper describes the problems of identifying future innovation opportunities in domains, supporting emergent understanding of opportunities among collaborators and applying the knowledge about opp ...

Innovation is not simply a buzzword, but is becoming a reality within organizations. Market research is positioned as the natural place for user-centered innovation within companies, but this is not a ...

Why is innovation such a struggle? The greatest challenges most organizations face when innovating lie within their own organization, people and working practices. Successful commercial organizations ...

This paper presents two aspects of innovation for companies that fall into the class of 'solution providers'. The paper first provides a quantitative analysis of what drives the professional's percept ...

An effort to understand innovation drivers - those factors that motivate and shape innovation efforts, and determine their success or failure - seemed to be a promising way to discover what factors ma ...

This paper presents a model for understanding how markets can be created in the space of market recognition. The failure of incumbent firms in the face of disruption can be ascribed to three broad cau ...

The first 100 days in a new job are difficult for any executive, but especially for marketing directors. This article explains why: budgets are never secure, the marketing function is diffuse and uniq ...

David Meer, partner in the New York office of management consultancy, Marakon, believes that marketing's current credibility problems stem from the lack of a cogent theory explaining customer buying b ...

Hugh Robertson, founder and managing partner of experiential marketing agency, RPM, debates the development of brand experience marketing from a tactical add-on to a key element of brand strategy. He ...

Three marketing leaders called Jim (Jim Garrity of Wachovia, Jim Speros of Ernst & Young and Jim Stengel of Procter & Gamble), interviewed, give their views of the state of marketing in America today, ...