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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.
Emojis: Pepsi's new weapon in the cola wars
This event report covers Pepsi's emoji-led marketing campaign, where these images will be added to product packaging and employed in various marketing contexts in more than 100 countries.
Negative online consumer reviews: can the impact be mitigated?
This study proposes that managing the marketing variables of product information, price, promotion and product distribution can mitigate the impact of negative online reviews (NOR).
How the Football Association is managing change
This event report examines changes that are being imposed at the FA, England's Football Association, and what other organisations can learn from them.
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.
What Do Agencies Need to Do to Prove Their Value in the Boardrooms of Tomorrow?
This essay explores agencies' value to boardrooms, considering what they need to change in order to remain relevant and prepared to face business problems.
Reframing the role of agencies: From brand builders to brand immunisers
This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.
Mark Addick's new laws of marketing
This event report outlines some guiding principles for modern marketers, based on the views of Mark Addicks, the former CMO of food group General Mills.
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