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Article

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

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

Article

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

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

News

CHICAGO: IBM, the technology company, has seen major benefits from applying artificial intelligence to its programmatic advertising efforts.

Article

This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.

Article

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Case Study

This case study shows how Advanced, a business solutions provider, used fairy-tales to position itself as the market's saviour in the UK.

News

CHICAGO: Medidata was named as "Corporate Marketer of the Year" at the 2017 B2 Awards, an annual competition which recognises excellence and strong performance in business-to-business marketing.

Article

This article explores how brands can tap into a new 'shopkeeper/storyteller' paradigm on social media in order to facilitate authentic and honest discussion around brands.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This event report outlines how AT&T, the telecoms group, is seeking to advance gender equality in advertising.

Research Paper

This paper assesses the performance and potential of the Latin American market research industry in relation to three B2B sectors: Healthcare, Agriculture, and Construction and Mining.

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

News

SYDNEY: The implementation of home-care reforms which allow elderly consumers to decide where they spend government-allocated funding, rather than the state deciding on their behalf, is forcing Australia's aged-care sector to rethink its approach ...

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

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Research Paper

Based on findings from four in-depth case studies within global brand manufacturers in the fast moving consumer goods (fmcg) industry, this paper develops a framework for understanding the organisational processes that support consumer co-creation within new product development (NPD).

Case Study

This case study describes how Toyota, the car maker, motivated staff in Toyota Centres across the UK in order to increase local marketing activity before the launch of a new model.

Case Study

This case study explores how TRW, a motor vehicle parts and accessories brand, launched a worldwide campaign to showcase its expertise and originality.

Case Study

This case study details how What3words, a geocoding system for the simple communication of location, targeted developing countries in Africa without reliable addressing systems.

Research Paper

This paper describes a research project for HERE, a global location data company, which wanted to understand why the majority of users of its smartphone location app were male and how it could better appeal to women.