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Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

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.

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.

News

ATLANTA: Beverages giant Coca-Cola is restructuring its senior marketing team in a move that will see the departure of Global CMO Marcos de Quinto, who has been responsible for the company's "One Brand" strategy.

Article

This article examines the rise of artificial intelligence usage in marketing and how it will impact the industry going forward.

Case Study

This case study describes how Twinings, a tea marketer, packaged its new premium Discovery Collection to appeal across multiple global markets.

Article

This event report outlines how Twitter, the digital media platform, has aimed to bring greater clarity to its brand.

Article

This Company Profile from Euromonitor provides key details and analysis of Southwest Airlines Co. Included is a strategic evaluation with key facts about the American company, competitive positioning against comparative brands, and assessment of its position in the transport category.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Research Paper

This paper describes a UK research project for Twitter, the social network; it examines the impact Twitter has had on language and culture and vice versa, to help brands better engage with its audience.

Article

This event report outlines how Facebook, the social networking giant, seeks to advance its own goals and the objectives of marketers.

Article

This article argues that the promise of Big Data is compromised and hindered by structural requirements built for yesterday, when Big Data is an analytics technique of the future.

News

NAPLES, FL: Marriott International, the hotels group, is successfully using its loyalty program as a means to link a diverse range of different marketing efforts.

News

NAPLES, FL: Best Buy, the electronics retailer, has successfully leveraged the results of in-depth segmentation research to inform both its marketing tactics and wider corporate strategy.

Research Paper

This paper analyses the use of the term ‘market research’ in a contemporary context.

Article

This article argues that an organisation can never fully prepare for fast-changing market factors, and that only a culture set firmly in place can allow for agile reactions to real time forces.

Article

This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.

Article

This article argues that the way brands should adapt to the era of personalization is by taking advantage of their mythodological capabilities by creating stories that can become adaptable when shared with others.

News

NEW YORK: A senior executive at tech giant Apple reportedly raised the possibility of a takeover bid for Time Warner, the multinational media group, in a sign of Apple's intent to expand into content provision.

Research Paper

This article describes how client and agency relationships have been transformed over recent decades and predicts how they will continue to change in the future.

Research Paper

Although academics and practitioners have embraced customer engagement as a major objective of marketing, the conceptualization and measurement of engagement is challenging.

Article

This article explains how the UN Global Goals have provided brands with the opportunity to decide how to take positive action in the world and connect with the needs and values of their target audience.

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 Company Profile from Euromonitor provides key details and analysis of Barclays. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the financial services market.