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Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Case Study

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, believes that shattering "myths" about multicultural marketing is vital to moving brands in the right direction.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Article

Failure can play a positive role and bring significant personal and professional development – qualitative researchers need to balance their fear of failure with a willingness to take risks in order to maintain an innovative edge.

Article

Looks at how behavioural economics can be used to improve people's financial future and encourage consumer engagement.

Article

Explains how to build long-term affinity with a brand using technology with a human touch and offers four rules for successful loyalty marketing.

Article

Offers four rules to help your brand become associated with a category or need state and succeed in an age when machines, such as Alexa, are making purchase decisions.

Case Study

Credit card brand Mastercard used a social media campaign based around travel and parenting to drive leads to merchant partners in India.

Case Study

Online retailer Amazon leveraged its sponsorship of Tokyo Fashion Week to build its fashion credentials among millennial women in metropolitan areas in Japan.

Case Study

YiYang, a milk powder brand for the over-50s owned by Nestlé, increased sales in China by appealing to filial love.

Case Study

Retailer Big Bazaar spoke directly to Muslims in India during Ramzan, with a multimedia campaign aimed at earning brand loyalty and boosting sales.

Case Study

Mirinda, a soft drinks brand owned by PepsiCo, strengthened its connection to Indian teens with an online video that helped them talk about stress and depression.

Case Study

Powdered beverage brand Tang used online and cinema to reposition itself in the Philippines.

Case Study

Pre-natal multivitamin brand Elevit increased sales to expectant parents with emotional video content and targeted digital ads.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Article

Bricks-and-mortar stores are being re-imagined as price and assortment are no longer enough to guarantee footfall.

Article

This Company Profile from Euromonitor provides key details and analysis of Hilton Worldwide.

Case Study

Hornbach, a German DIY retailer, launched its brand in the world of e-commerce by creating DIY tutorials to reach younger audiences across Austria, the Czech Republic, Germany, the Netherlands and Switzerland.

Case Study

Publicis LifeBrands, a healthcare advertising agency, helped a multinational pharmaceutical company (unnamed) transform one of its drug products into a true brand.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Article

This article examines how companies need to restructure themselves in order to market more effectively in the digital age.

Research Paper

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.