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Case Study

This case study shows how Teach For Qatar (TFQ), an NGO in Qatar, increased its number of teaching applications by appealing to young people's desire to lead.

News

WASHINGTON DC: Auto-related problems, including misrepresentation in advertising and faulty repairs, have topped a list of issues US consumers complained most about in 2016.

Article

This article explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This article examines the spectacular growth of the parkrun start-up and the lessons brands can learn from its success.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study shows how Make Love not Scars (MLNS), an NGO dedicated to providing rehabilitation to acid attack victims, used a digital campaign to end the open sale of acid in India.

Article

This article explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

Case Study

This case study shows how Ikea, a furniture brand, became more than an occasional furniture shop, and took up the role of the UK customer's ally in their daily routine.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Case Study

This case study describes how Hindustan Unilever's BeBeautiful web portal turned from a generic women-centric platform to one of the top beauty destinations in India.

News

COSTA MESA, CA: Customer satisfaction in the $360bn US home improvement market is driven by three factors which have significant impact on repurchase and recommendation, according to a new study.

Case Study

This case study explains how infant formula brand Nestlé NAN OPTIPRO Kid 4 used word-of-mouth and the power of Christmas carols to relaunch its repackaged product during the Christmas period.

Case Study

This case study explains how paint manufacturer Dulux targeted home-owners in Singapore to launch its Ambiance special effects paint range.

Opinion

A third of Brits expect robots to run their lives in the next 13 years, yet just 2% of respondents would trust a robot with their children.

Case Study

This case study explores how HORNBACH, a German DIY store, launched a campaign centred around the idea that everyone needs a place to retreat, which ran in Germany, Austria, Switzerland, the Netherlands, Sweden, the Czech Republic and Slovenia.

Case Study

This case study explores how HORNBACH, a German DIY store, launched a national campaign in Germany and Austria, to represent male bald patches as a crown of glory and symbol of masculinity.

Case Study

This case study explores how HORNBACH, the German DIY store, ran a campaign in several markets across Europe to emphasise how satisfying gardening and backyard projects can be, despite how 'uncomfortable' they may look.

Case Study

This case study shows how Nutella, the chocolate spread brand, convinced Taiwanese mothers that Nutella is a suitable breakfast option by setting up a social media competition.

News

AUSTIN, TX: General Electric, the conglomerate, has gleaned various useful strategic insights from using Amazon Echo, the voice-activated interactive speaker, in a program seeking to get kids excited about science.

Article

This event report outlines how General Electric, the industrial conglomerate, tapped Amazon Alexa on a program which encouraged children to undertake scientific investigations at home.

Research Paper

This paper examines how Chervon, a Chinese tools and power equipment manufacturer, has made use of integrated methodologies in expanding its presence in the North American market from China.

Article

This article explains how Myntra, India's most popular fashion e-commerce portal, uses content marketing and influencers to build brand awareness and boost conversions.