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Role of the marketing function

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Opinion

The Association of National Advertisers’ annual Masters of Marketing conference painted a depressing picture, says Gareth Kay, with driving greater efficiency being lauded over the creation of valuable brands and end-to-end brand experiences.

News

ORLANDO, FL: Marketers who want to exert a greater influence in the C-suite must ensure they “speak as businesspeople” rather than using the language of “artisans”, according to Antonio Lucio, Global Chief Marketing & ...

Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

Article

This article examines how better use of data can help marketers adapt to the changing face of marketing.

Research Paper

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.

News

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.

Article

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

News

SINGAPORE: Asia-Pacific today accounts for most of the growth of the global economy, yet surprisingly few C-suite marketers in the region feel completely confident about their ability to remain competitive in the near future.

News

NEW YORK: Marketers are typically given a secondary role when otherwise consumer-centric firms suffer data breaches, meaning the response to such crises often does further harm to brand reputation, a new paper in the Journal of Advertising Research ...

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".