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Article

Research from the CMO Council, the executive network, and Deloitte, the consultancy, studied the habits of marketers that have proved effective at driving growth.

Article

Details an analysis which drew on learnings from a subset of brand custodians who are extremely poised to succeed as a growth driver for their organizations.

Article

When Direct Line relaunched in 2012, the insurance business included a greater emphasis on the commercial role of the marketing function within the organisation.

Article

TD Ameritrade, the brokerage and investment company, has taken numerous steps to help align its marketing with true business drivers.

News

LONDON: As companies operating in the B2B sector get bigger there is a tendency to downgrade the role of marketing, new research suggests.

Article

Explains how using moments as the key driver of thinking can take planning away from defining needs and gives a greater sense of purpose to the idea and development of 'always on' marketing.

News

TOKYO/BEIJING: Toyota, which vies with Renault-Nissan and Volkswagen to be the world’s largest automaker, is reported to be in the process of slashing its sales and marketing costs as it seeks to shift resources into research and development.

News

MUMBAI: The role of the chief marketing officer is changing, and marketers must stay on top of evolving business priorities, according to the CMO of one of India’s biggest beverage companies.

News

CANNES: GSK Consumer Healthcare, the pharmaceutical company, has embraced the challenge of digital transformation by implementing a wide range of strategies that reflect the changing marketplace.

Article

GSK Consumer Healthcare, the pharmaceutical company, has been undergoing a profound digital transformation as it adapts to new consumer and marketplace demands.

News

NEW YORK: Marketers must expand their remit beyond building brands and serving as “experience orchestrators” as they seek to find new ways to drive business growth, according to a study.

Article

The role of the Chief Marketing Officer is changing, especially in India, and marketers must stay on top of evolving business priorities, according to United Breweries CMO Samar Singh Sheikhawat.

Article

Research by the CMO Council, the executive network, and Deloitte, the consulting and advisory firm, has highlighted the skills that marketers believe will be needed to drive future growth.

Opinion

Marketers are increasingly getting stuck in the trap of obsessing about the new, at the cost of obsessing about customers, says Gareth Kay.

Opinion

Marketing as a profession has allowed itself to be moved downstream, and ‘business consultants’ have come in to fill the void.

Research Paper

Explores the importance of personalizing ads based on location data and past purchase behavior and looks into the challenges that marketers face with the increasing role of mobile and digital along the path to purchase.

Article

Examines the changing opportunities in the Scottish economy, from the declining financial sector to the craft beer revolution.

Article

Looks at the history and evolution of Market Leader in response to the marketing industry.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

Opinion

Resisting the urge to make predictions for the year ahead, Gareth Kay offers up three wishes that he hopes will happen this year, in order to move towards creating a more robust and vital marketing industry.

News

NEW YORK: Agencies have traditionally managed most of the communications problems facing brands, but John Deighton, of the Harvard Business School, believes that deeper, richer sources of information technology (IT) might redefine such basic ...

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.

Opinion

The Association of National Advertisers’ annual Masters of Marketing conference painted a depressing picture, says Gareth Kay, with driving greater efficiency being lauded over the creation of valuable brands and end-to-end brand experiences.

News

ORLANDO, FL: Marketers who want to exert a greater influence in the C-suite must ensure they “speak as businesspeople” rather than using the language of “artisans”, according to Antonio Lucio, Global Chief Marketing & ...