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Research Paper

This paper explores the influence of mental intangibility on the size of the consideration set, for both tangible products and services.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This article explores how brands can use the popularity of messaging apps and social media in Asia to drive more 'social commerce' sales.

Article

This article examines how brands should prepare for the end of TV as the pre-eminent brand-building medium, as TV viewing is disrupted by time-shifted and on-demand viewing.

Case Study

This case study explores how Elivit, a brand that provides pre-natal multivitamin supplements (PMVS), developed a campaign to enable Chinese couples to become closer during pregnancy.

Research Paper

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.

Article

The article explores how PaisaBazaar, one of India's biggest financial brands, is using content marketing to engage new audiences and educate them about financial products.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Article

This article considers how the omnishopper experience has meant that a smaller number of 'everything' retailers will dominate the commodity market, while consumers develop category-specific relationships with specialists.

Research Paper

This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products.

Research Paper

This paper aims to explore the decision-making styles of Syrian young adults, and to examine the cross-cultural applicability of the Consumer Style Inventory (CSI) to an Arab population.

Case Study

This case study describes a campaign from Michelin, the tyre brand, in Turkey that defended its market leadership with a low-budget campaign that targeted the mass market via social media and support from influencers, rather than more expensive paid-for channels.

Research Paper

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

Research Paper

This study proposes that managing the marketing variables of product information, price, promotion and product distribution can mitigate the impact of negative online reviews (NOR).

News

NEW DELHI: More than 64% of people in India listen to FM radio every day, according to a new study which also highlights the medium's effectiveness at driving recall.

Case Study

This case study shows how Fedrigoni, a paper manufacturer, increased brand awareness and sales by partnering with the camera brand Leica.

Case Study

This case study details how Ariel, the detergent, created relevance in India by reframing the conversations, moving away from clothes stains, and focusing on the cultural stain of gender equality in the home.

Research Paper

This article looks at creating norms through which media planners can optimise cross-media ROI, with the potential to allow brands to determine their own norms, and to update them for each creative execution.

Article

This article looks at the decision-making process that consumers undergo in order to make a purchase, connecting and engaging with different options, before finally settling on a brand.

Article

This report investigates the nuances of the halal beauty category in Asia, which is home to more than 60% of the global Muslim population, and offers insight into the psychology of the path to purchase for Muslim women.

Research Paper

Online crowdfunding is a popular platform for entrepreneurs to engage consumers by raising funds for creative projects.

Article

The article provides practical tips from Facebook on how brands can building effective, engaging advertising content on mobile platforms in South East Asia.

News

NEW YORK: Over-the-counter drug advertisements tend to be intrusive – and a new study recommends the use of pretesting to prevent irritating consumers and thus encouraging them to avoid these messages.