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Research Paper • Marc O'Regan, Kalidas Ashok, Olga Maksimova and Oleg Reshetin, Journal of Advertising Research, Vol. 51, No. 4, 2011, pp. 571-577
This paper describes a complex 5-country segmentation of the mobile telephony market on behalf of MTS, a leading global mobile phone provider.
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Article • Susie Hogarth, Bronwen Morgan, Michelle Fan, Anna Wilmot, Matthew Taylor and Tarek Chaudhury
Summarises the key findings from strategic insight consultancy Flamingo's new report, which looks at Generation Z and their expanding notions of authority. -
Article • David Taylor
Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands. -
Article • 21 October 2018
Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018. -
Case Study • My Troedsson
SK-II, the Japanese luxury skincare brand owned by P&G, decided to give a voice to the 'leftover women' of China. -
Article • Doreen Wang
Provides insight into the behaviours and attitudes of customers in China and successful brand strategies that will give valuable guidance to any business that wants to enter the market. -
Article • Anna Hamill
With the rise of new platforms such as Instagram Stories and the increased challenges of perennial brand favourites such as Facebook, the future of social media in the next 12 months is uncertain.