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News

NEW YORK: Half of US millennials welcome CEO activism – as long as they agree with the opinions being expressed – and say this positively affects their purchase decisions, a new report says.

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SHANGHAI: Brands looking to prosper in China need to tap into the nation’s cultural trends and position themselves in a way that resonates with key demographic groups a new study suggests.

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This article, based on BrandZ's 2017 study of Chinese brands, covers how more Chinese brands can achieve international success.

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This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

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NEW DELHI: Three weeks after the majority of McDonald's restaurants in New Delhi shut because their operating licenses had been allowed to expire, the city’s consumers are unconcerned and have moved on to one of the many other choices ...

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CAMBRIDGE, MA: Chief marketing officers tend not to last very long in their roles and one reason they have the highest turnover of any boardroom position is that their job is often badly designed, two academics have argued.

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This event report looks at research into the effectiveness of B2B digital marketing which reveals that businesses need to look beyond traditional methods.

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This short article lists the books that influenced Antony Mayfield, partner and CEO at Brilliant Noise.

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This article examines how marketers should respond to the ongoing trend in B2B organisations by which buying is becoming more complex and buying journeys more digital, while marketing silos are coming down.

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This short article looks at Danah Zohar's 'The Quantum Leader', a book that offers a powerful new model for business thinking and practice where leaders can adapt to chaos and thrive on uncertainty.

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This article claims that many marketers take an unsophisticated approach to key account management, even though the majority of their business comes from a few big customers, and identifies five steps they can take to improve their efforts.

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SYDNEY: Optus, one of Australia's biggest telco brands, is encouraging teams to take "calculated risks" to drive innovation in a traditional but highly competitive category, according to a senior marketer at the company.

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NEW DELHI: Hot on the heels of its $13.7bn acquisition of US supermarket chain Whole Foods, e-commerce giant Amazon is planning a major expansion into India's grocery market, the world's third largest with $428bn of sales.

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This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

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LONDON: Account-based marketing (ABM) is experiencing a surge in popularity among B2B marketers, but an industry figure warns that, without a clear strategy, the promised benefits are unlikely to materialise.

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BANGKOK: Tencent, the Chinese internet giant, sees Thailand playing a central role as it expands across Southeast Asia, and an early focus will be on advertising Thai brands to Chinese tourists in their own language.

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This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

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This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.

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CANNES: State Street Global Advisors, the financial-services group responsible for the "Fearless Girl" statue in New York, is taking a long-term perspective as it seeks to follow up on this major marketing success story.

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GLOBAL: A collection of the world's largest companies, representing $20tn under management, are coming together to push for a different way of reporting company performance to investors to include "intangible assets" including brand value and ...

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This event report outlines how “Fearless Girl”, a marketing initiative from State Street Global Advisors, made an impact inside the company and across the financial services industry.

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CANNES: Marketers must push harder to advance gender equality both in their creative work and across the industry at large, according to Marc Pritchard, Global Brand Officer at Procter & Gamble.

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This article offers advice to marketers on how they can successfully negotiate pitching to the board of their company.

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This article advises that complex business problems cannot be solved one silo at a time and that both agencies and clients need better integration.

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AUCKLAND: Alibaba, the Chinese internet giant, sees "significant opportunities" for ethnic communities in New Zealand to sell to middle-class Chinese consumers who are already well disposed to the country's clean and green image.