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Key reading

change

Focusing marketing strategy, structure, and capabilities for 21st-century growth

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.

How to make a strong business case for marketing

Why the approval of any significant marketing initiative is dependent upon a compelling business case.

The seven P's of marketing

This article updates McCarthy's famous 4P's for the digital world, reflecting the changing role of marketing.
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How Coca-Cola manages global marketing

The beverage giant's approach to international marketing and brand management.


Latest articles

Understanding Coca-Cola's "One Brand" strategy

This event report outlines Coca-Cola's "One Brand" strategy, which seeks to take a more holistic approach to marketing the four main variants of the soft drink.

Three views on advertising regulation

This event report looks at the talking points from the Advertising Association's LEAD 2016 event, examining three key subjects for advertisers right now.

Growth drivers: Seven hallmarks of growth-ready organisations

This report explains how company growth in today's challenging climate needs to be more meaningful than merely focusing on numbers, and that the route to success is to focus on growing both consumer happiness and employee effectiveness.

Building brand trust in Asia during an economic slowdown

This piece explores how brands can navigate Asia's economic downturn by using brand trust and e-commerce to maintain customers in a more price driven consumer landscape.

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