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Marketing & brand management

Marketing management refers to the activities conducted by client-side marketers in order to sell products or services to target consumers. It aims to increase the customer base and customer satisfaction over time, and traditionally includes the 4P's: product, place (distribution), price and promotion (customer-facing communication and promotion). Brand management will generally have more focus on building and nurturing a specific brand within a company’s portfolio. Brand and marketing management are often used interchangeably.

Key Reading

Important papers from across the Warc database

This article indicates some of the many areas in which companies will need to develop in the next few years to be successful marketing organisations of the future. It also discusses the results of Marketing 2020, a global survey of industry executives conducted by the ANA.
Why the approval of any significant marketing initiative is dependent upon a compelling business case.
This article updates McCarthy's famous 4P's for the digital world, reflecting the changing role of marketing.
The beverage giant's approach to international marketing and brand management.

Article

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.

Article

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

Article

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 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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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.

Article

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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  1. Article

    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.

  2. Article

    This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

  3. Article

    This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

  4. Article

    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.
  5. Article

    This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

  6. Article

    This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

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