Subject Index
 

This article argues that the perceived weakness of marketing in the boardroom is not because marketing in complex and 'in transition', but because marketers fail to deliver their core responsibility: ...

This article describes four major shifts in the business environment, each created by the online 'network' age. First is a shift in business models. We are now virtually integrated: we can buy compone ...

This Viewpoint, from Malcolm McDonald, looks at the current state of marketing, and the relationship between the academic community and marketing practitioners. It argues that academics must avoid tal ...

This article discusses postmodernism, and its effect on marketing. Postmodernism is a rebellion against rationality and uniformity: whereas modernism believes in a single universal reality, and exalts ...

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 ...

Joe Mandese, in his regular comment column from Madison Avenue, discusses the changes in advertising and media thinking since P&G's CEO told the industry 'to let go' and cede control to consumers. He ...

Almost all industries are undergoing dramatic change as supply has begun to exceed demand. This article argues that the inevitable surpluses that result from this development are likely to be a recurr ...

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, ...

Today’s 18-35 year olds face a bleak financial future. Housing costs and student loans mean that they are not investing in pensions. In 2003, 13% of men under 35, dropped out of pension schemes. While ...

Argues that many marketing departments spend too much time contemplating what they have done (‘accountability’) or might do (‘approvals’) instead of actually doing it. Marketers should spend less time ...

Argues that there is still a growing chasm between marketers and customers: customers expect increasingly relevant relationships and communications, but most companies still use product-driven, 'spray ...

Marie Lena Tupot and Tim Stock, scenarioDNA, argue that branding today is more than providing a set of associations leading to a distinct brand image. They contend that modern brands must be more inte ...

Argues that the traditional `four P’s’ model of marketing, because it assumes that the marketer is in control of the process, is out of date now that the consumer is in control. An alternative demand- ...

Tim Ambler applauds Customer Capital as a valuable new addition to the marketing vocabulary, but questions whether it gets to the heart of the problem.

All eyes in the West are turning to China. As this vast economy opens its doors, the potential for growth of its consumer markets is staggering. Dr Yueh, economist and commentator on China, describes ...

Judie Lannon talks to W.Chan Kim and Renee Mauborgne about how blue ocean strategy is helping companies seize new growth opportunities in today’s business environment by understanding the logic and pr ...

The industry has already extracted much of the benefit to be had from improving productivity and concentrating on core brands. Meanwhile, its dynamics are changing. What comes next? McKinsey analysts ...

In the past, B2B companies were likely to see marketing as the cosmetic sheen to be papered on to a commodity in the hope of faking distinctiveness. Heavy-duty B2B companies didn’t need it. Alexander ...

As competitive conditions become apparently ever harder, marketing language (e.g. in presentations to the board) becomes increasingly aggressive. Merely pursuing an objective, unless one does it aggre ...

Drew Neisser, who co-founded Renegade Marketing Group in 1993 to find fresh approaches to age-old marketing problems, discusses creativity. Answering a number of questions he argues that innovative pr ...

The authors’ approach turns the core of marketing thinking on its head by arguing that success is achieved, not by unique differentiators as conventional wisdom dictates, but by delivering the generic ...

A recent research Programme undertaken by McKinsey and the Marketing Society among CEOs and CMOs investigated current perceptions of marketing. The authors discuss the findings and spell out the impli ...

Marketing needs a new way to talk to key non-marketing audiences. The terminology surrounding brands and their communication has become effectively a private language for practitioners. To re-start th ...

The Chief Executive describes his vision for the future of the Marketing Society. In short: to champion marketing excellence; to attract the best people into membership; and to champion the role of ma ...

John Billett and David Bridges, billets marketing sciences, explain their approach to assessing marketing effectiveness via The Balanced Marketing Scorecard (BMS). This concept, developed from Kaplan ...

In answer to the question “Will we be able to measure and disentangle the effects of multimedia and multi-channel campaigns on brands in ten years time?” Paul Baker, managing director of Ohal (Europe’ ...

Stuart Agres, Bill Mount and Jim Spaeth, founding partners at Sequent Partners, show how marketing activities contribute to shareholder value – and describe how to measure it by bridging marketing and ...

This article introduces Admap’s Anniversary issue section on ‘accountability’. It concludes that while measures must focus on sales and profits, they must also take account of brand health which bui ...

John Grant, author of The New Marketing manifesto and After Image, provides ten clues to trends for the future and asks whether we can look forward to a more caring and sharing society, or even, marke ...

In this important article on advertising accountability, Tim Ambler, of the London Business School, examines the prevalent use of ROI (return on investment). He argues that the term is often misused ...