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News

NEW YORK: Coca-Cola has emerged as the most respected brand in the US, according to the second annual survey of the country's top 100 brands from CoreBrand, the strategic consultancy.

Research Paper

Mobile advertising has gained great popularity in China over the past decade. However, there is still a lack of understanding of what factors may influence mobile advertising effectiveness in China.

Article

This article highlights American brands that have improved their customer experience and benefited from the change.

Article

Warc's First Movers report analyzes how major brands are responding to the most important trends affecting organizations in North America.

News

TOKYO: Rakuten, the ecommerce group, and Softbank, the telecoms giant, are among a growing number of Japanese companies undertaking an "Englishnisation" as they seek to expand abroad.

Article

Warc's Toolkit 2013, in association with Deloitte, distils the smartest new thinking and best practice in marketing into a guide for the year ahead.

Research Paper

A discussion of online anthropology as a way of gaining fresh understanding of customer behavior. The case study used to illustrate this point is for Sprint, a US mobile provider.

News

BEIJING: Big Chinese electronics brands such as Hisense, Huawei and ZTE are attempting to crack the American market, but face varied obstacles from low levels of awareness to governmental scrutiny.

News

NEW YORK: Brand owners in the telecoms category are facing numerous sources of pressure, with customer loyalty levels and revenues per user in decline as the expense of subsidising devices rises.

Case Study

American mobile phone company Sprint had the highest rate of churn of the three major mobile providers.

Article

This paper discusses advertising to men and the male audience. The following points are highlighted: there is little published data on understanding the male market, men and women have statistically different cognitive styles, men absorb ads differently and men approach shopping in a distinctive way.

Case Study

This case describes the "Now Network" campaign which reversed the fortunes of the ailing Sprint brand, which had experienced rapid change in its market has everything migrated from fixed line to wireless technology and mobile data services.

Article

This paper provides an overview of the global telecommunications services industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This paper provides an overview of the global advertising agency industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This paper provides an overview of the wire telephone and telegraph equipment industry in the United States, including modems and other telephone and telegraph interface equipment.

Article

This paper provides an overview of the wireless communications and wireless application protocol (WAP) industry, primarily in the United States.

Article

This paper provides an overview of the telephony industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This paper provides an overview of the internet service providers' (ISP) industry, primarily in the United States.

Article

This paper provides an overview of the telemedicine industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This paper provides an overview of the mobile apps industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This paper provides an overview of the professional executive recruiting industry, primarily in the United States.

Article

This paper provides an overview of the telephone services and accessories industry, primarily in the United States.

Article

This paper provides an overview of the tablet computer industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This paper provides an overview of the high speed internet service providers industry, primarily in the United States.

Article

Brands from emerging markets (EMs) are gaining global status, led by Mexico's Corona beer, but they must first dispel Western perceptions of delivering poor value for money.