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Article

In an e-commerce market dominated by Tencent and Alibaba, Nike China drove traffic to its website and increased conversions by rethinking how it rewarded online publishers.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Opinion

Successful marketing transformation projects follow eight key rules. Paul Davies, Managing Partner Asia Pacific at The Observatory International, says too many schemes are failing to do so.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

Article

Interviews Vince Cable, leader of UK political party the Liberal Democrats, and examines how he has handled his leadership role.

Article

Warns against uncritical use of data and advises that marketers should champion insight to bring its wisdom to the boardroom.

Article

This article reveals the results of studies exploring the role of cultural differences and usage occasions in shaping the most relevant emotions and motivations for female beauty in the UK and Indonesia.

Article

Offers up five ways for marketers to build brands using the element of surprise.

Article

Explains how the benchmarking process can be applied to marketing, describing seven marketing capabilities worth benchmarking, from product development to marketing implementation.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

News

BANGKOK: Global marketing leaders need to understand the cultural nuances of Thailand if they are to harness the country’s undoubted creativity to best effect, according to an industry figure.

Case Study

The Dell, a highland holiday destination in Scotland, increased sales by letting the product speak for itself through a new emotive brand identity.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Case Study

James Heal, the UK textile testing equipment manufacturer, redesigned its brand to focus on the quality of its products to increase turnover and profit.

Case Study

Java Republic, the Irish premium beverage company, achieved high growth by using a new design to take advantage of the growing speciality tea sector.

Case Study

Hi Mark, the Taiwanese sports equipment manufacturer, relaunched its global Body Sculpture brand by positioning the product as the hero.

Article

Explores the cultural nuances of Thailand, which can stand in the way of outstanding creativity, including avoidance of confrontation, a hierarchical business culture, and fear of losing face.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

Article

This Company Profile from Euromonitor provides key details and analysis of Mary Kay Inc.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with its young customers.

Research Paper

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.

Article

In a world of vanishing technology, where calls can be made and delivered to any device, what does the future hold for the humble mobile network provider in a world of handset contracts?

Article

Blue-chip companies were not ready for digital and the start-ups that grew from it; they now need to adapt to the new rules.