Carmen Abril, Joaquin Sanchez and Teresa Recio, Journal of Advertising Research, Digital First, May 2017
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.
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.
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.
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.
Bev Burgess, WARC Best Practice, July 2017
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.
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 ...
This short article looks at Robert Cialdini's 'Pre-Suasion', a book that draws heavily upon the author's extensive experience to explain the technique a person should implement to become a master persuader.
Chunyu Li, Ling Peng and Geng Cui, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 335-354
This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.