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Key reading

strategy map

Strategy maps

Guidance on setting strategy maps, which provide a visual representation of a company's critical objectives and the crucial relationships among them that drive organisational performance. Strategy maps show how an organisation can convert its initiatives and resources, including intangible assets such as employee knowledge, into tangible outcomes.

Mythbuster: Shatter some pipe dreams

Les Binet and Sarah Carter on why many marketing objectives fail to be specific, measurable and realistic.

The brand planning cycle

Discussing the brand planning cycle, a rational analytic approach to the strategy development process.

Avoiding the 'death spiral'

Why getting a price premium is the best strategy for growth – and why reliance on promotions kills brands.

How to create an effective price promotions strategy

Best Practice paper on how to maintaining brand equity when markets become dependent on promotions.

Latest articles

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.

Swapping econometrics for test-and-learn: Vodafone’s new media strategy

This event report discusses how Vodafone, the telecoms provider, uses pharma-style controlled tests, rather than econometrics, to tweak its ad media usage during campaigns.

Facebook design looks back to move ahead

This event report outlines how Facebook designs products and services for mobile, and the lessons this can provide for other brands.

Would you snap up the deal? A study of consumer behaviour under flash sales

Flash sales refer to an emerging e-commerce practice in which a firm offers one or more products/service at a substantial discount within limited time.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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