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Key reading

change

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.
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How Coca-Cola manages global marketing

The beverage giant's approach to international marketing and brand management.


Latest articles

Marketing heaven postponed: The rise of the 'deletist consumer'

This event report looks at why so many consumers are resistant to digital marketing methods and how brands and companies are developing new ways of using data.

Marketing's image problem: Why brands need to grow trust

This event report considers how issues around the collection and use of their personal data have affected consumers' trust in brands and companies.

Can you leave the business in better shape than you found it?

In this second in the Marketing Society's series of Conversations with CEOs, Sir Ian Cheshire, the recently retired Group CEO of Kingfisher plc, reflects on a lifetime's experience in business.

Seven steps to better customer experience

This article discusses methods through which a brand can improve the customer experience by relaxing the ways in which employees work on the consumer journey in order to keep the customer's experience 'tight'.

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