Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

508 results found
Sort by

Case Study

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Tata Motors successfully launched its new Hexa car model in India with digital content, influencers and events.

Article

This article explains how the gap between consumers and technology, such as Artificial Intelligence and machine learning, is closing ever more rapidly and affecting how we buy.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Research Paper

This paper explains how Exterion Media and COG Research studied the immersive environment of the London Underground to understand how it is influencing the way in which Transport for London customers engage with advertising.

Article

This article outlines some of the changes brought in India’s rural areas by the increasing proliferation of mobile phones, and what the future looks like for marketers targeting these populations.

Case Study

This case study looks at how Kubota Tractor Australia's 'This is the Life' campaign transformed marketing of the entire category and targeted professional farmers while also identifying a new lifestyle segment.

Article

This article summarises the insights from a series of key papers on social commerce in South-East Asia, which is thriving in a mobile-first consumer culture, including wider trends in social media and the rise of messaging apps as commercial platforms.

Article

This article demonstrates how marketers can create high impact marketing on low engagement products, such as financial products.

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.

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.

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.

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.