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Article

Brief writing is a core discipline that obliges the author to specify exactly what is required and expected in a compelling way, and affords a reference point against which to judge any outcome.

Article

This article looks at the problems arising when the advertising industry tries to "no longer waste half of the money spent" by creating targeting efficiencies.

Article

This article offers seven industry insights into marketing including that leadership skills must be learned ant that it is equally important to be aware that the product is at the heart of most marketing successes.

Article

This article provides marketers with guidance on how to select the right metric to measure the effectiveness of marketing campaigns.

Article

This article describes how marketers must work to create brand equity while always keeping in mind what is most important for CEOs.

Article

This article describes how a lot of marketers are missing opportunities to internally leverage their brand, despite the fact that there is strong evidence illustrating the benefits.

Article

This essay argues that the potential of personalisation will only be realised if brands combine their new capacity to target with more traditional mass media campaigns.

Article

This article argues that personalised advertising can provide new value opportunities for customers and companies, but that personal advertising misunderstands how advertising works.

Article

This article argues that established principles of marketing science still apply to new channels of communication and that embracing them in the planning process can make social marketing campaigns more effective.

News

LONDON: Marketers play an important role in how consumers view a brand and so in building brand equity, but the concept begins internally with how management treats its employees and the experiences they have.

Article

This article describes how the origins of brand equity come from within an organisation and explores the important role that marketers can play in getting this right.

Article

This article responds to 'Building marketing's impact in the boardroom', published in Market Leader Q3 2015, which gives practical advice about how to increase marketing's influence in the boardroom.

Opinion

By 1971 Manchester United’s Irish star George Best's hectic off-field celebrity life style had began to take its toll on his effectiveness on the pitch.

Case Study

This case study explains how The Salvation Army, the international Christian charity, grew the number of donors and total donations in the UK during five years of recession.

Article

This article explains how to engage in brand valuation and demonstrates the real commercial benefit marketing delivers to a business.

Article

This article features an extract from British marketer Tim Ambler's memoirs - a lively and personal account of a fascinating life, most of which has involved marketing in one context or another.

Article

This article discusses managerial bias towards cost efficiency and the harm this can have for corporate performance.

Research Paper

This paper describes audience research undertaken by the Van Gogh Museum, the art museum in the Netherlands to understand the emotions that drive consumer engagement and experience.

Article

When exporting products to other countries, this article recommends building personal relationships with importers is more efficient and effective than the data-driven, standard approach.

Article

Chief marketing officers find themselves with greater influence in the boardroom than ever before, as the tools they use grow more sophisticated.

Article

Les Binet and Sarah Carter explain the difference between return on investment (RoI)and profitability when measuring the effectiveness of campaigns and why people believe that RoI is a good thing without any real appreciation of what it means.

Opinion

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like marketing's obsession with efficiency.

Article

This paper proposes a new way of looking at brand communication by broadening the perspective from explicit messages to implicit signals.

Article

Friends and colleagues pay tribute to Winston Fletcher, who sadly died in September 2012.

Case Study

When sales in the UK's DIY and home improvement sector fell away in 2008, retailer B&Q needed to do something different to inspire the market.