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Focusing marketing strategy, structure, and capabilities for 21st-century growth
This article indicates some of the many areas in which companies will need to develop in the next few years to be successful marketing organisations of the future. It also discusses the results of Marketing 2020, a global survey of industry executives conducted by the ANA.
How to make a strong business case for marketing
Why the approval of any significant marketing initiative is dependent upon a compelling business case.
The seven P's of marketing
This article updates McCarthy's famous 4P's for the digital world, reflecting the changing role of marketing.
How Coca-Cola manages global marketing
The beverage giant's approach to international marketing and brand management.
The Danone Activation Studio: Turning consumer insights into company-wide memes
This paper discusses a project from Danone that aimed to share insights with people in a faster way, and ultimately increase the ROI of its insights.
The new rules of marketing, according to Mars
This event report outlines how Mars, manufacturer of confectionery, pet food and other food products, is taking a four-pronged approach to evolving its core brands to keep them relevant and overcome consumer indifference.
Brand building in the digital age: lessons from Sharp and AO.com
This event report looks at how two businesses operating in the home appliances sector have approached the task of building a brand and come to similar conclusions from different directions.
Frito-Lay champions "marketing technologists"
This event report outlines how Frito-Lay, the snacks division of PepsiCo, is seeking to develop a new breed of "marketing technologists".
Mythbuster: Advertising is a risky investment
This article discusses the concept of risking failure in advertising.
Improving the Effectiveness and Credibility of Corporate Social-Responsibility Messaging: An Austrian Model Identifies Influential CSR Content and Communication Channels
Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.
A priceless strategy for growth - and why MasterCard is no longer 'the best way to pay'
This event report considers how financial services brand MasterCard is repositioning itself as a lifestyle brand rather than a simple payments brand.
Leading leaders: The often forgotten power of qualitative research - Using system 1 and system 2 to guide strategy and corporate leadership
This paper examines the importance of qualitative research in initiating change and action in an organization that is looking to better address customer needs.
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