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Key reading


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.

Latest articles

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

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.

Marketing to machines: it's time to start asking strategic questions about AI

This article explores the developing frontier of artificial intelligence (AI), and how marketing to machines might soon become a reality for brands.

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