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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.

Opinion

Brands would do well to take a leaf out of the Apple playbook and aim for a much simpler strategy, says Tim Williams, and offers a step-by-step guide on how to do just that.

Article

Uber, the taxi app, is using smart strategy to move beyond a string of negative headlines and position itself for future development and growth.

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

Research Paper

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

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

Article

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

Research Paper

Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Article

In this viewpoint, the author argues there are parallels between Kodak’s inability to take advantage of the shift from print to digital and the current state of the market research industry.

Research Paper

This paper explains how the Internet of Things could have a positive environmental impact by using real-time displays of connected devices' power usage to help reduce electricity consumption.

Research Paper

This paper explains a research-led, three-pillar transformation that took place within the business of MetLife, the global insurance provider, to create a more customer-centric organisation.

News

TOKYO: Coca-Cola collaborated with a UK tech startup to gain more effective research findings, but the brand’s agile consumer insight collaboration offers other brands a model for early stage investment outside of their typical remits.

Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

Article

This event report describes how social media has shifted from a new, largely uncharted medium that prized likes and shares, to a mature channel with big spend and accountability; as a result of the change, the need for a fresh use of social formats has never been more necessary.

News

AFRICA: Many multinational businesses have found that sales and profits in sub-Saharan African markets are below expectations but that is because their expectations were unrealistic in the first place, a regional analyst has argued.

Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

News

CAMBRIGE, MA: From chatbots handling routine customer service inquiries to high-powered strategic consultancy work, there are few business areas immune from the advance of artificial intelligence.

News

CAMBRIDGE, MA: Chief marketing officers tend not to last very long in their roles and one reason they have the highest turnover of any boardroom position is that their job is often badly designed, two academics have argued.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.