Home > 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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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.
Organisations are striving to fulfil the human need for tranquillity
Over to you
Opinions on guerilla marketing, Cannes and soft drinks health concerns
What are new sources of growth?
When marketing met Big Data
Build relationships when exporting
Errors in the sustainability debate
The new Manifesto for Marketing
Email is fast but letter is better
Silicon Valley innovative insights
Improve client-agency relationships
Treat the truth carefully: it may seriously mislead
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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
Any campaign launched in Mexico must have mobile and digital at its heart
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