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Market Leader: Quarter 1 2014

New thinking, different perspectives
Thought leadership: widespread in advertising and marketing, but lacking serious academic attention. Including a lead article from the late Laurie Young (obituary), this issue develops the concept of thought leadership, offers guidelines for acting on it, and describes examples of successful applications.

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THOUGHT LEADERSHIP

Thought leadership

What exactly is it?
The late Laurie Young explains the importance of thought leadership in marketing, and the need to move from a 'publishing' mindset to enabling conversations.

Thought leadership in practice
The relationship with marketing and some classic examples of FMCG thought leadership in campaigns.


TRENDWATCH

Melanie HowardMelanie Howard

Making it mine – an idea whose time has come?


IDEAS AND ISSUES

ideasOver to you

Opinions on marketing technology, second screens and the effect of austerity



CHOPPING BLOCK

Jeremy BullmoreJeremy Bullmore

Digital cannot replace offline advertising in building longer term loyalty


MORE INFORMATION

Market Leader is the leading strategic marketing quarterly.

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OPINION

opinion

Editorial – Judie Lannon
Food for thought

Viewpoint – Nigel Hollis
Digital must die

Speaker's Corner – John Kearon
Turns out the innocent shepherd brought a gun to a knife fight

The Last Word – Rory Sutherland
Go backwards to go forwards


LETTER FROM AMERICA

Julian SaundersGrant McCracken

US television and the gender war: female creatives on the up


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