Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

3,825 results found
Sort by

Topic Key reading on segmentation techniques including demographics, lifestage and psychographics

Article

This Company Profile from Euromonitor provides key details and analysis of Haier Group.

Case Study

Whiskas, a cat care brand, stood out in the digital market by utilising popular culture and creating the 'Kitten Kollege' campaign in the UK, which taught owners about cat care and kittens about being an adult cat.

Case Study

Knorr, a packaged foods brand, successfully increased sales and brand awareness in the UK, by tapping into millennials' relationship with food.

Case Study

Babylon, a healthcare app, successfully launched its product by positioning itself as a reliable search engine for the UK's hypochondriacs.

Case Study

British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.

Case Study

MoneySuperMarket, a British price comparison brand, made a five-year journey to take its brand from a struggling competitor to one that permeated popular culture in the UK.

Opinion

The EU’s General Data Protection Regulation (GDPR) is set to be a seminal moment for UK marketers. To truly understand what it means, the first step is to forget a lot of what you have already heard about it.

Article

This article outlines the challenges how Fairfax Media and NewsCorp Australia are taking on print advertising revenue declines as Google and Facebook become increasingly influential.

Article

This article shares how Citibank, a global bank with some 200 million customers, is adopting digitisation to better understand the customer journey.

News

GLOBAL: Mass marketing is giving way to massive customisation, from focusing on averages to individuals, and this means marketers have to think very differently than in the past, according to Unilever’s Chief Marketing and Communications ...

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

Article

This article explores the future of TV and video content over the next five years, based on industry expert interviews, primary GroupM research and secondary research within the UK.

Article

This article explains how retail sales and margins can be boosted by brands turning Big Data into smart data, through analytics and translating that into actionable insights.

News

LONDON/NEW YORK: Creative optimisation can increase efficiency, speed, and relevance at scale, but only, a leading industry figure argues, if marketers drop their preconceptions and listen to the data.

Article

This article takes a detailed look at how creative optimisation can enhance the performance of digital advertising, enabling marketers to identify and serve the best version of ad creative for key audiences.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Article

This Speaker’s Box looks at the ancient history of advertising and examines how modern marketers can learn from early examples of advertising.

Article

This article looks at how to secure customer loyalty by appreciating them as individuals and communicating with them with relevance.

Research Paper

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.

Article

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

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Research Paper

The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.

News

COLOGNE: Better homes create a better society, according to IKEA’s chief marketing officer, and it is this belief that helps the home furnishings brand focus on a long-term vision in a sector that is changing along with every other.

Case Study

This case study details how Kozy Shack, the pudding brand, teamed up with inMarket to create an in-store activation that drove brand awareness, product discovery and sales in the US.
Topics