Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index


1,502 results found
Sort by

Article

This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Research Paper

This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

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

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

News

NEW YORK: Half of US millennials welcome CEO activism – as long as they agree with the opinions being expressed – and say this positively affects their purchase decisions, a new report says.

News

CAMBRIDGE, MA: Chief marketing officers tend not to last very long in their roles and one reason they have the highest turnover of any boardroom position is that their job is often badly designed, two academics have argued.

Article

This article examines how marketers should respond to the ongoing trend in B2B organisations by which buying is becoming more complex and buying journeys more digital, while marketing silos are coming down.

Article

This short article looks at Danah Zohar's 'The Quantum Leader', a book that offers a powerful new model for business thinking and practice where leaders can adapt to chaos and thrive on uncertainty.

Article

This short article lists the books that influenced Antony Mayfield, partner and CEO at Brilliant Noise.

Article

This article looks at the importance of data for CMOs in a digital age and provides some best practice advice in order to maximise effectiveness.

News

LONDON: Account-based marketing (ABM) is experiencing a surge in popularity among B2B marketers, but an industry figure warns that, without a clear strategy, the promised benefits are unlikely to materialise.

Article

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Article

This article examines the human side of marketing and how humanising CMOs and marketers can drive better leadership.

Article

This article examines why it is difficult for brands to become customer led and how they can start to make the transition.

Article

This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.

Article

This article offers advice to marketers on how they can successfully negotiate pitching to the board of their company.

News

SAN FRANCISCO: Marketers increasingly expect that voice search and AI will be the next big things, but few are actively preparing for them, a new survey has found.

Article

This event report provides an insight into the best practices pursued by creative companies, based on research from McKinsey, the management consultancy.

News

LONDON: A rapidly evolving media ecosystem has now reached "peak complexity" and CMOs' priorities have shifted accordingly, with control over customer strategy and data, organisational integration, and brand safety the focus for 2020, according to ...

News

GLOBAL: Delivering on customer experience is one of the top priorities for US and UK chief executives, a new survey reveals, but a third report confusion over who 'owns' the customer.