Changing 'deliveryscapes' in marketing: new approaches to organising, managing and delivering marketing

Aidan O'Driscoll

Much is happening in the way firms are (re)organising in order to best manage marketing activity, in how companies are reshaping their marketing departments in the light of a changing marketing landscape, and in the manner they are structuring themselves to deliver first rate marketing.

Changing 'deliveryscapes' in marketing. New approaches to organising, managing and delivering marketing

Aidan O'Driscoll Dublin Institute of Technology, Ireland

INTRODUCTION

The growth in one-to-one marketing, the diversity of communication media, the rise in retailer power and the changing fortunes of the brand continue to be well documented in contemporary marketing. There is exciting interest in new approaches to market research, in novel modes of marketing communication, and in developments in trade marketing and brand equity. But much is happening also in the way firms are organising in order to best manage marketing activity, in how companies are (re)shaping their...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands