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Market Leader: Quarter 4 2013

New thinking, different perspectives
It can be easy to be overwhelmed by new technological possibilities – including developments in digital advertising and Big Data – but old truths still stand. This issue offers clear guidelines on how to allocate the communications budget and advocates remembering the real customers behind the numbers.

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BUILDING BRAND VALUE

Global brands world order

Brand success in the digital age

Les Binet and Peter Field provide the definitive analysis of how communications work in building value for brands. The findings – particularly the roles of emotional priming for long-term effects and rational messaging for short-term effects – have profound implications for how digital channels should be used to improve business success.


TRENDWATCH

Melanie HowardMelanie Howard

Organisations are striving to fulfil the human need for tranquillity


IDEAS AND ISSUES

ideasOver to you

Opinions on guerilla marketing, Cannes and soft drinks health concerns



CHOPPING BLOCK

Jeremy BullmoreJeremy Bullmore

Treat the truth carefully: it may seriously mislead


MORE INFORMATION

Market Leader is the leading strategic marketing quarterly.

It is published by Warc in association with the Marketing Society.

Subscribe now in the Warc Store.


OPINION

opinion

Editorial – Judie Lannon
The shock of the old

Viewpoint – Steve Radcliffe
What makes bold, inspiring leaders?

Speaker's Corner – Chris Merrington
Even tougher at the top

The Last Word – Rory Sutherland
A lot of customer knowledge may be a dangerous thing


LETTER FROM MEXICO

Julian SaundersVincent Rousselet

Any campaign launched in Mexico must have mobile and digital at its heart


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