Influencing the size of your market

This paper argues that rather than aiming for market share, brands must try and link themselves with popular culture and social change.

Influencing the Size of Your Market

Guy MurphyBartle Bogle Hegarty

Sex and the City. Changing Rooms. Jamie Oliver. To most people these are simply famous things in our culture. But for those businesses who rely on the health of the markets for sex toys,...