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Theories & ideas of marketing strategy

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Article

Innovation within a business is often killed off by poor internal processes: this article explains how a scientific approach to innovation can boost effectiveness by making decisions at the right time of day and prioritizing customer centricity.

News

LONDON: Direct Line, the insurance business, has made effectiveness an integral part of the marketing function in order to improve its performance and drive results.

Article

Looks at how Grab, the ride-hailing company, turned into a household name in Asia and explains the brand's tips for success in becoming a homegrown billion-dollar company.

Article

This article explores the current thinking and reading on the subject of sports marketing, aligning a brand or product with an event or team.

Opinion

The eponymous Venn diagram should not be seen as a mere PowerPoint decoration but, Malcolm White explains, can and should be used as a creative thinking tool to unlock potential or seize opportunities.

Article

Gen Z is the last generation of the twenty-first century and is set to enter the workforce by 2020.

News

DUBAI: Brands that want to do well in the Middle East and North Africa need to “step out of their comfort zone” according to a leading brand marketer in the region.

Article

The notion of bravery is an important aspect of marketing in the MENA region and formed the theme of a Marketing Society event in Dubai.

Article

Companies should aim to outperform their competitors by trying to differentiate themselves from them, rather than trying to outdo them at what they do.

Article

The marketing industry has become unhealthily obsessed with oversimplification, and marketers should not be afraid to challenge this orthodoxy.

Article

Traditional audience segmentation practices often leave a depth deficit.

Article

How Coca-Cola Took Over the World and 100 More Amazing Stories about the World's Greatest Brands is a collection of 101 short stories by ad industry veteran Giles Lury.

Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

News

BEIJING/SINGAPORE: Brand trust is “currency” in China’s booming automotive category, according to a senior marketer at Uxin, an online automotive marketplace.

Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Article

Building brand trust is vital in China's online automotive category, where local players are creating their category's own infrastructure at the same time as growing market share.

News

ORLANDO, FL: Kentucky Fried Chicken, the quick-service restaurant chain, has enjoyed a consistent pattern of growth having reinvigorated the brand, and returned Colonel Sanders, its iconic founder, to the core of its messaging.

News

LONDON: UK marketers appear to be well-prepared when it comes to incorporating new technology into their sales and marketing strategies for 2018, according to a recent survey.

Article

Examines Tactical SEO: The Theory and Practice of Search Marketing by Lee Wilson.

Opinion

Brands would do well to take a leaf out of the Apple playbook and aim for a much simpler strategy, says Tim Williams, and offers a step-by-step guide on how to do just that.

Opinion

Like the Zeppelins of old, many of today’s technologies fit a ‘pathological’ profile, argues Malcolm White, and more of us need to take control of the way we use our tech, instead of being used by it.

Article

JPMorgan Chase, the financial-services provider, believes that being "customer-obsessed" is now essential for brands to succeed.

News

HONG KONG/SYDNEY: The Economist, the UK weekly business magazine, places heavy emphasis on boosting circulation rather than advertising for its revenues, and as it seeks to increase its subscriber base, it now has Australia in its sights.

Article

McDonald's has long been the subject of rumour and supposition around the contents of its products; the campaign has not been easy for the US-headquartered QSR, but it is beginning to shift the dial and regain trust in the UK.