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Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Research Paper

This Speaker’s Box article looks at the role of marketing in cybersecurity, particularly in regards to preparing for and managing the consequences of data breaches.

News

LONDON: Sales and marketing teams need to work more closely together to better understand their audience and convert leads, but new research suggests that many UK brands have yet to make this adjustment.

Article

This article examines why marketers often are not seen as important in a company and how they can become company leaders through developing leadership skills.

Article

This article offers seven industry insights into marketing including that leadership skills must be learned ant that it is equally important to be aware that the product is at the heart of most marketing successes.

Article

This event report describes a talk from Patrick Barwise, a professor at the London Business School, in which he described the findings of a recent study into the amount of influence marketers exert across organisations.

Article

This article reports ten facts about CMOs that agencies wouldn't necessarily know, with the aim of shining a light on running the public arm of massive organisations in the UK and beyond.

Opinion

Brands, their marketing and those who advise them tend to live at two polar extremes of the world and oscillate wildly between them.

Article

This event report outlines major opportunities and obstacles in the marketing ecosystem, and the actions required to progress in each of these areas.

Article

This webinar explores the changes facing brand planning and argues that, to be effective today, brand strategy needs to be understood as an ongoing organizational process, rather than a fixed agenda with pre-established goals.

Article

This article looks at the problem of attracting talent to the marketing profession, as the profession undergoes massive change; a situation that demands marketing practitioners clearly define its evolving role in American business.

Article

This article argues that marketing services have expanded to the point that most campaigns cover a number of media; the question remains of how to manage this new landscape of services and media.

Article

This event report outlines some guiding principles for modern marketers, based on the views of Mark Addicks, the former CMO of food group General Mills.

Article

This event report is based on the views of Mark Addicks, the ex-CMO of General Mills, and addresses many of the opportunities and challenges now facing marketers.

Research Paper

This article describes the potential within the near future of advertising and explores a new model — the "All Touch Value Creation Model" (ATVC) — capable of dealing with the obstacles facing the industry.

Article

This event report outlines how Frito-Lay, the snacks division of PepsiCo, is seeking to develop a new breed of "marketing technologists".

Research Paper

This paper predicts how market research (MR) will change across five key areas by 2020: the market research industry, market researchers, data, social media, and channels and platforms.

Article

This article explains how the role of marketing in organisations is evolving and changing rapidly.

Article

This article by Rory Sutherland argues that the IT industry has powerful lessons to teach advertising agencies.

Article

This event report discusses how brands can prepare for a crisis on social media, based on tips from a leading executive at Microsoft.

Article

This article provides insights into how agencies and clients could better understand each other by describing what behaviours and attitudes could be changed on both sides to make for a more productive relationship.

Article

This event report summarises the presentations and papers from ESOMAR's Asia Pacific conference 2015, which covered a broad range of market research themes and conclusions.

Article

This event report outlines how the marketing-research department at ESPN, the sports broadcaster, ensures its output achieves the maximum possible impact.

Article

This event report addresses the future of marketing research, based on the views of Andrew Robertson, president/ceo of agency network BBDO.

Article

This event report looks at attempts by the marketing function at BlackRock, the asset-management company, to enhance its internal status.