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Article

This event report outlines how Aditya Birla Group, the conglomerate, built its Liva apparel brand based on marketing insights.

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

This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Case Study

This case study describes how home appliances brand Samsung used an online film to boost sales of its Twin Cooling refrigerators in Saudi Arabia.

News

MENLO PARK, CA: Amid a flurry of impressive second-quarter figures – ad revenues up 47%, mobile ad revenues up 53% – Facebook played down the idea that its Messenger app is going to be monetized any time soon.

News

NEW YORK: Marketers and consumers think about short-term sales tactics in different ways, and closing this gap could deliver various strategic advantages for brands, a study published in the Journal of Advertising Research (JAR) has argued.

Article

This article describes the ways in which brands, such as Hyundai and NASCAR, have successfully interlaced environmental messages into their marketing.

News

MELBOURNE: Many Australians are struggling to save enough for their retirement, but one superannuation fund is keeping the issue front of mind with a focus on storytelling and customer rewards.

Article

This article explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Research Paper

The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.

Article

This article outlines how HESTA, a superannuation provider for healthcare workers in Australia, infused brand purpose and storytelling into its marketing to raise awareness of the need for retirement savings.

Article

This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the beer and cider market.

Article

This Company Profile from Euromonitor provides key details and analysis of Amway, the owner of brands such as Nutrilite.

News

CANNES: Marketers should be more willing to discuss their failures and recognise that these slip ups are often part of a longer journey towards making great work, according to Syl Saller, the Chief Marketing Officer at Diageo.

Article

This event report addresses how Diageo, the alcoholic drinks group, has learned from failure in building brand strategies that truly connect with consumers.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Opinion

It’s a well-known cognitive hack that the more you are exposed to something, the more likely you are to like it, but Faris Yakob thinks that brands need to get smarter about taking advantage of this.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

This article, which is based on research by the CMO Council, outlines the challenges facing brands as they seek to adapt their marketing for audiences in different geographies and across a diverse slate of media channels.

Article

This article provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

News

MUMBAI: India’s marketers must "stay humble and paranoid" to avoid being disrupted by competitors during the mobile revolution, according to the head of Facebook in the country.

Article

This article summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

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.