This is the first of a two-part article based on the author's forthcoming book LISTEN! A Call to Revolution by Marketers. This first article lists the continuing failures of marketing, in spite of a f

This article describes how global brands and marketing can produce positive effects through enhancing countries' social capital. Social capital is generated when there is a strong social fabric where

The article provides five guidelines to help brand managers adapt to new trends in the marketing environment. These are: find out how much involvement customers actually want; recognise the increasing

The article describes a research study which identified at least six problems created or worsened by the silo structure (organisational units with their own management teams). These included marketing

The article lists ten main issues that will define the task for marketers in the next few years: think global; culturally diverse cities; the elderly; personal health and health of the planet; the er ...

The article describes the founding of account planning 40 years ago, independently by Stephen King (JWT) and Stanley Pollitt (PWP, later BMP). Both took the view that the tools of research and strateg

As marketing grew into a discrete discipline in the 1970s, it became divorced from the thing being marketed. Before marketing departments were invented, advertising agencies would be given a thorough

The speed of technological change will have a rapid effect on marketing. Through digital recording, people's behaviour can be understood much more accurately, and this will accelerate. What now seems

There are three key trends are shaping the media environment: unlimited content; better technology; and increased speed of change. These trends are forcing most companies to re-examine their business, ...

The article discusses the challenges still faced by marketing in getting acceptance. Marketing is viewed by sales forces, chief financial officers, chief manufacturing officers, chief executive office

This article tells the story of how, in post-war Britain, marketing spread from packaged goods to other business areas. The article covers: luxury goods and shopping; leisure and entertainment; techno

The article argues against two marketing myths, uniqueness and table stakes. People buy a brand not because it is unique but because it delivers what they want a little better. Most differentiations a

This article looks at the future of UK retail over 3-5 years, and 10-15 years. By 2025, consumers will be wealthier, but retail's share of spend will decline, to about 20% (compared with 32% now). Exp

The article discusses the importance of brand valuation to company management. Through development of brand value metrics, the precise economic benefits the brand has on every aspect of the business c

The article discusses the management of creativity. There is always tension between creative employees, who value autonomy, and management imposing supervision and control. Good ideas can come from an

The article describes how marketing has developed from understanding individual needs, based on psychology, to understanding collective actions, based on sociology. Social intercourse has developed fr

The article considers the reasons why people have become increasingly cynical about the world, including about marketing companies, but remain generally positive about brands. The economic-rational mo

The current major economic disruption coincides with the realisation that the post World War Two economic structures are ecologically unsustainable and will have to change. There will be new market op ...