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Marketing

The Fine Lines of Brand Localisation

Just as executives adapt their management styles to suit new market cultures, brands must do the same, while staying true to their identity.
1 comment

Marketing

Power Shapes Who and What Consumers Value

The buying behaviour of the rich and the poor is determined by the power they feel they have.

Marketing

The Danger of Siloed Social Media

Many companies treat social media as a separate entity to their branding and marketing channels. Those able to integrate it with their brand and marketing strategy are the standouts.
10 comments

Marketing

The Next Phase of China’s Luxury Consumption

Luxury consumers in China are moving from show-offs to appreciators of the finer things. Brands will have to make their products less conspicuous to capture them.
1 comment

Marketing

The Future of Social Media ROI: From Likes to Relational Metrics

Measuring the success of social media interactions cannot be done using traditional ROI metrics. The nature of the communication channels involved requires a brand new approach.
8 comments

Marketing

Decrypting The Secrets of Business Triumph

Business practitioners study them, students debate them and companies examine them. The most-popular case studies of the last 40 years show some timeless business challenges and how to overcome them.

Marketing

Oscar Selfies: Another Side to the Fun

Both "the selfie that broke Twitter" and the device that captured it are brilliant examples of powerful alliances.
1 comment

Marketing

Extending the Life of Coca-Cola

Adding a healthier Coke to a line of brands already positioned to be “better for you” could be a winning formula.
1 comment

Marketing

Content Strategy is King in Social Media

Building true social media engagement means creating a content strategy to hook the audience, not just being on social media.
3 comments

Marketing

Multi-Homing on Social Networks

Facebook is not going to become irrelevant just because its users also browse other social networks

Marketing

Food Marketers on a Diet

How the food business could improve its health by getting its customers in better shape.
2 comments

Marketing

Big Data vs. Don Draper

Big consulting firms with Big Data are trying to muscle in on the advertising business. But do they have the creativity to compete with agencies?

Marketing

Warnings About Risky Side-Effects Can Boost Sales

It seems reasonable to assume that warning consumers of a product’s potential dangers would scare them into rethinking their purchase. Disturbingly, the opposite can be true.
2 comments

Marketing

Turning Expectations Into Customer Satisfaction

Hilke Plassmann

Expectations can determine the perception of your product. Setting that expectation and spreading it is the next step, but beware of trickery.
2 comments

Marketing

Sports Defeat Can Make You Fat

Pierre Chandon

Watching your favourite sports team suffer defeat can turn you into an unhealthy eater, unless you step back and remember what’s important to you.