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Market Leader: Quarter 3 2013

New thinking, different perspectives
The challenging factors bearing down on the global economy will affect performance for some years, but all problems present opportunities. The lead article of this issue includes a range of areas where growth is more likely to be found.

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Article

This article examines and debunks the six recurring myths on which the 'TV is dead' narrative in the marketing world is based.

Article

This article describes ways to adapt and thrive as a business while delivering satisfaction for workers - and thereby attract the best employees.

Article

This article looks at what it means to be customer-centric and how businesses can create a customer-centric culture.

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This article argues that western Europeans need to step outside of their highly secularised culture to understand better the values of other societies.

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This extract from the book Business is Beautiful, a collection of case studies in five categories - integrity, curiosity, elegance, craft and prosperity, focuses on Rabobank, the Dutch bank.

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This article explores a variety of future scenarios and their likely effects on brand loyalty. The ongoing digitisation of everyday life is providing marketing with opportunities to exploit the many new ways that are emerging to interact with customers in a timely and intimate way.

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This article looks at how innovation, a very new discipline, works in organisations. Instead of lucky, overnight transformations, innovative solutions come out of a groundwork and previous failed attempts.

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This article looks at whether decisions on creative work are too heavily influenced by price. It cites the IPA booklet Magic and Logic, which describes best practice in many areas of agency-client relationships.

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This article looks at the findings from Cranfield School of Management's 2013 marketing leaders' survey.

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A key consumer trend identified by the Future Foundation for 2013, and discussed in this article, is 'De-globalisation'.

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This article questions whether comparing the financial performance of a company with its previous year's results is a suitable way to measure success.

Article

This column from Rory Sutherland looks at the phenomenon of "countersignalling" or conspicuous non-consumption.

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This article provides a list of eight essential leadership skills the modern chief executive needs to develop in order to succeed.

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This article looks at the growth potential for brand owners who wish to take traditional ethnic minority brands and develop a mainstream presence for them in Britain.

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This article discusses Added Value's Cultural Traction 2013 survey interviewed over 60,000 people about 160 brands to find out which ones are culturally relevant and future-focused.

Article

This article examines the arguments and outlines the ways in which businesses need to change their thinking if they are to succeed in a long period of low growth.

Article

This article compares surveys about class in Modern Britain from BritainThinks and the BBC's Great British Class Survey: research which was published in April 2013.

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This article looks at how FNB, the financial services brand, is innovating in South Africa with its approach to mobile and technology.

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This article explains why Playing to Win - the new book by former Procter & Gamble CEO AG Lafley and Roger L Martin, dean of Toronto's Rotman School of Management - is indispensable for marketers in large companies who are trying to generate growth from mature brands.

Article

This column considers the ability to see things through the eyes of another individual. Psychologists call it a Theory of Mind - which has been defined as the ability to accurately infer another person's thoughts; and then use that inference to construct an appropriate response.

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This paper discusses results from Marketing Society and Accenture's joint research into CEOs. The study was intended to help marketers understand how to communicate more effectively with their chief executives and, importantly, to help those with ambition to understand what skills they need to become one.