This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.
NEW YORK: PepsiCo, the fast-moving consumer goods manufacturer, gained new insights into the impact of digital campaigns through working with research firm IRI on a project that delivered results at speed.
Canan Eryigit, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 355-382
This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.
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.
Mona Ahmed, Asli Kokcu Peksen and Ghaida Fatany, ESOMAR, MENAP Dubai, March 2017
This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.
AUSTIN, TX: Reckitt Benckiser (RB), the FMCG manufacturer, has identified an online strategy which helps it find the right balance between achieving mass reach and granular targeting on platforms like Facebook.
Deborah Lynn Roberts and William Darler, International Journal of Market Research, Vol. 59, No. 1, 2017, pp. 13-33
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).
Joan Llonch-Andreu, Miguel Ángel López-Lomelí and Jorge Eduardo Gómez-Villanueva, International Journal of Market Research, Vol. 58, No. 6, 2016, pp. 795-814
This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.
Sunando Das, ESOMAR, Big Data, November 2016
This paper seeks to shine some light on the application of artificial intelligence (AI) algorithms, widely thought to be the 'future of marketing' and suggests that the synthesis and prediction possibilities will be game-changing for the insights industry.