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Marketing & brand management

Marketing management refers to the activities conducted by client-side marketers in order to sell products or services to target consumers. It aims to increase the customer base and customer satisfaction over time, and traditionally includes the 4P's: product, place (distribution), price and promotion (customer-facing communication and promotion). Brand management will generally have more focus on building and nurturing a specific brand within a company’s portfolio. Brand and marketing management are often used interchangeably.

Key Reading

Important papers from across the Warc database

This article indicates some of the many areas in which companies will need to develop in the next few years to be successful marketing organisations of the future. It also discusses the results of Marketing 2020, a global survey of industry executives conducted by the ANA.
Why the approval of any significant marketing initiative is dependent upon a compelling business case.
This article updates McCarthy's famous 4P's for the digital world, reflecting the changing role of marketing.
The beverage giant's approach to international marketing and brand management.

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