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Article

L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

Zillow, the online real-estate database, has made significant strides in developing its consumer insights operations.

Article

Provides an overview of the global toys and games industry, examining the global outlook, leading companies and brands and top five trends shaping the industry.

Case Study

AP Thailand, a property development company, increased market share by renovating unused public spaces in Thailand and turning them into useful urban playgrounds.

Article

A look at how artificial intelligence (AI) can be used by marketers and how they can get started on their AI journey.

Case Study

Malaysian wellness township City of Elmina used 'wellness architects' across lifestyle, health and environment in a campaign to boost its profile and sales.

Article

Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Article

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

Case Study

East Village E20, a property development in East London, launched a wine and cheese festival to drive footfall to the property and find new tenants.

Case Study

Aliseda Inmobiliaria, a real estate firm, launched a campaign in Spain to increase its public visibility and improve its positioning in the parent community.

Case Study

Schindler Elevator Corporation, a manufacturer of escalators and elevators, launched a social media listening program to help increase, and pursue, sales leads in the US.

Research Paper

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.

Research Paper

This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.

Gunn Report

Contains the creative for the 'The Unusual Football Field Project' campaign for AP (Thailand) by the agency CJ Worx in Thailand.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

News

SINGAPORE: PropertyGuru, the Singapore-based real estate site, claims to have increased its media effectiveness by almost one third through the adoption of a continuous measurement approach to brand equity.

Research Paper

More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.

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.

Article

Thailand's demographics are changing quickly, with more educated women, ongoing urban-rural economic discrepancies and the rise of Bangkok as a SE Asian consumer power all major trends.

Gunn Report

Contains the creative for the 'The Unusual Football Field Project' campaign for AP (Thailand) Property Development by the agency CJ Worx in Thailand.

Research Paper

The use of emojis as an alternative to text in mobile surveys has been examined for its potential to improve engagement without reducing data quality.

Article

The growth of the internet and the convergence of IT and advertising will slowly lead to marketing being conducted on small set of dominant design platforms.

Article

Explains how brands are increasingly developing scent marketing programs to appeal to the powerfully influential sense of smell.

Article

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the leisure market.