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Article

Marketers that promote Broadway shows face particular challenges as they seek to attract consumers and drive ticket sales.

Article

Dell, the technology company, has used virtual reality to effectively spread the word about its corporate social responsibility efforts.

News

KUALA LUMPUR: Counterfeiting is rife in Asia and no longer affects just high-end brands, but now extends to any product with a logo, a leading representative from the Organisation for Economic Co-operation and Development (OECD) has warned.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

This paper provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.

Article

Many organisations jumped on the customer experience bandwagon without a comprehensive understanding of what a customer experience is and as a result, don’t know what it takes to improve a customer experience, let alone how to take it to the next level.

Article

Today’s marketing leaders must manage customer touchpoints across multiple channels, life-cycle stages and product lines and they must do so while meeting increasing customer demands for real-time, customised communication.

Article

This Company Profile from Euromonitor provides key details and analysis of American Express.

Article

Avnet, a global distributor of electronic components and solutions, has found that chatbots can serve a variety of purposes for business-to-business brands.

Article

The proliferation of advances in technology and communication have led to the formation of "big data" research and the argument that big data will be effective in connecting consumer to practitioners.

News

NEW YORK: IBM, the technology company, is leveraging “business-to-individual” (B2I) marketing as it seeks to reach members of its target audience in meaningful ways.

Article

IBM, the technology company, believes that "business-to-individual" marketing can help it reach key decision-makers in ways that move beyond more traditional forms of business-to-business messaging.

Article

Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Research Paper

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.

Article

Business-to-business (B2B) marketers must navigate an increasingly complex landscape in which buyers have grown more empowered than ever before.

Article

Online marketing platform MailChimp lay the foundations for a stronger relationship with creative-minded professionals in the US with the launch of a series of playful sub-brands.

Case Study

Dell Japan maximised the benefits of its IT solutions providing valuable information about workforce transformation.

Article

IBM, an American multinational technology company, used a sense-and-respond system to identify customer pain-points in record speed.

Article

Details the key reasons why Facebook is the most popular platform among B-to-B marketers.

Article

This Company Profile from Euromonitor provides key details and analysis of Discover Financial Services.

Article

Pharmaceutical marketers often lag behind in the world of content marketing, and are missing out on valuable opportunities as a result.

Research Paper

This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception.

Opinion

"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the Association of National Advertisers' (ANA) 2017 Multicultural Excellence Awards.

News

MIAMI, FL: “Restroom for All”, a campaign created by McCann New York for Mastercard, claimed best-in-show honours at the Association of National Advertisers’ (ANA) 2017 Multicultural Excellence Awards.

Article

AT&T, the telecoms and entertainment company, successfully transformed its brand identity in impactful ways.