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Theories & ideas of marketing strategy

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Article

Despite President Trump's assertions it is "failing", the New York Times reports it is thriving as digital subscriptions grow and it attracts more international attention.

Article

This article examines the idea that brands must ensure every touchpoint, both online and offline, is in alignment as the customer journey grows increasingly complex.

Article

This article demonstrates how marketers can create high impact marketing on low engagement products, such as financial products.

Article

This event report outlines how Aditya Birla Group, the conglomerate, built its Liva apparel brand based on marketing insights.

News

MENLO PARK, CA: Amid a flurry of impressive second-quarter figures – ad revenues up 47%, mobile ad revenues up 53% – Facebook played down the idea that its Messenger app is going to be monetized any time soon.

News

CANNES: Marketers should be more willing to discuss their failures and recognise that these slip ups are often part of a longer journey towards making great work, according to Syl Saller, the Chief Marketing Officer at Diageo.

Article

This event report addresses how Diageo, the alcoholic drinks group, has learned from failure in building brand strategies that truly connect with consumers.

Opinion

It’s a well-known cognitive hack that the more you are exposed to something, the more likely you are to like it, but Faris Yakob thinks that brands need to get smarter about taking advantage of this.

News

MUMBAI: India’s marketers must "stay humble and paranoid" to avoid being disrupted by competitors during the mobile revolution, according to the head of Facebook in the country.

Article

This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.

Article

This article looks at how global brands should be appealing to wealthy consumers who continually migrate around the globe.

Article

This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Article

This event report looks at how drinks brand Guinness reacted to a changed marketing environment, developing its global brand purpose and successfully tweaking creative when necessary.

News

CANNES/BEIJING: Western companies have the opportunity not only to grow in China but to embrace some of the elements that have made China grow at incredible pace, particularly its tech sector, according to the President of Nielsen Greater China.

Article

This article discusses why increasing ABM adoption among B-to-B marketing is beneficial and why a better sales–marketing dynamic is essential.

News

CANNES: Oath, the new media company created from the merger of Yahoo and AOL, does not envisage taking on the internet giants head-to head, but instead intends to seek a "differentiated" relationship with consumers, its chief executive has said.

Article

This event report looks at the lessons learned in the course of developing the award-winning The Fixer campaign for Direct Line insurance.

Article

This article examines the importance of a scientific approach, in addition to a creative one, and the value of marginal gains theory to improve overall advertising effectiveness.

Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.

News

LONDON: Ryanair, the low-cost airline, focuses its marketing efforts on SEO and content marketing in order to drive traffic to its website rather than higher cost activities that are open to fraud and which deliver questionable metrics, its CMO has ...

Article

This article looks into why further investing in branding is important for B-to-B marketers as the lines between B-to-B and B-to-C continue to blur.

Article

This event report explores Cambridge Analytica's program of research, data analytics and digital marketing during the 2016 US Presidential election.

Article

This event report outlines how WWE, the wrestling group, is developing its content strategy across multiple channels.

Article

This event report addresses how Nescafé, the coffee brand, has sought to enhance its digital presence.

Article

This article shows how big brands such as Toyota, Clorox and Wells Fargo have already employed the total market approach and explains why, and how, other brands should do the same.