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Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

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.

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.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Research Paper

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

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

Article

This event report outlines what leading client-side marketers are looking for in their market research partners.

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Research Paper

Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity.

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.

Research Paper

This paper attempts to compare self-organising maps (SOM) and principal components analysis (CPA) by applying them to the marketing construct 'retail store personality'.

Research Paper

This paper sets out a new segmentation technique to produce consumer segments that are easily targetable by marketers, an area where traditional segmentation studies can fall short.

Article

This article discusses which is more important for brand success - nurturing a customer-oriented culture or getting the marketing strategy right? It argues that although customer-centricity is vital, the tactic has its limitations when used in isolation so it should always be part of an integrated marketing strategy.

Case Study

This case study shows how Direct Line, an insurance provider in the UK, took inspiration from a Hollywood character to refine its brand purpose.

Research Paper

This article illustrates a respondent-friendly approach to preference elicitation over large choice sets, which overcomes limitations of rating, full-list ranking, conjoint and choice-based approaches.

Research Paper

Creativity widely is acknowledged to be a powerful tool for generating effective advertising communication, yet little is known about its application in the rapidly changing Chinese marketplace.

Article

This article explores neuroscience can aid marketers in developing more efficient segmentation strategies, and what brands need to know about the link between gender and purchase behaviour.

Research Paper

Multi-item rating scales are the accepted solution for achieving reliable and valid measures in the social sciences.

Research Paper

The authors propose a Plackett-Burman experimental design to rearrange profiles in blocks in choice-based conjoint analysis as an alternative technique for measuring preferences that accommodate large numbers of options.

News

LONDON: Careful segmentation of audiences can not only improve the allocation of marketing resources but help build longer and stronger relationships with customers.

Article

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.

Research Paper

This paper comprises an extended case study of how Subway, the US sandwich retail franchise, successfully expanded into Latin America, establishing over 4,400 restaurants in over 30 countries.

Research Paper

This study investigates whether it is the case that representativity is undermined if personal computer, tablet and smartphone respondents differ in socio-demographic characteristics and display different survey completion rates.