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.
Hugh Burkitt, Market Leader, Quarter 1, 2017, pp. 25-27
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.
Brian Carruthers, Event Reports, Eff Week, November 2016
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.
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.
John Wolfe, ANA Magazine, August 2016, pp. 14-16
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.
Yoram (Jerry) Wind and Catherine Findiesen Hays, Journal of Advertising Research, Vol. 56, No. 2, June 2016, pp. 142-158
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.
Phil Rumbol, Market Leader, Quarter 3, 2015, pp. 50-52
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.