Recommended reading: Digital transformation and powering change
Lucy TesserasMarketing Week reviews the latest books for marketers.
In-depth features, interviews and insights into marketing’s biggest issues.
Marketing Week reviews the latest books for marketers.
More businesses are appointing chief customer officers instead of CMOs to lead efforts to focus on the customer, but is this a welcome evolution or a worrying misunderstanding of what marketing already does?
The causal dining sector has been littered with casualties this year, but a number of brands are bucking the trend, so what does it take to thrive in a declining market?
Casper started out online but the mattress brand has ambitions to shake-up the market again as it extends its retail footprint offline.
From global behemoth WeWork to independent spaces catering for the creative community, co-working brands are generating serious attention as flexible working explodes in popularity around the world.
Story of my CV: The biggest challenge for NHS England’s head of marketing Phil Bastable is proving the return on any spend that does not go on front-line services, but as the NHS turns 70, he warns against thinking marketing in the public sector is a “step down” from the private sector.
When Cobra Beer launched in 1989, its founder Lord Karan Bilimoria had no budget for advertising so he instead adopted a novel approach to marketing focused on getting the product into restaurants and creating intrigue by introducing 650ml bottles.
As the cashless economy continues to grow businesses must plan for the future by enhancing customer experience to appeal to the new generation of tech-savvy Brits.
Platforms like Facebook and Instagram are providing a rich ground for direct-to-consumer brands to launch at scale and become an instant part of their customers’ everyday lives, as long as they can create reasons to keep engaging.
Häagen-Dazs’s admits the brand’s version of luxury had started to feel “unapproachable and unattainable”, especially with disruptive new brands entering the market, but a new marketing strategy aims to build a more personal connection with customers.
In order to realise its ambition to stop selling cigarettes, Philip Morris International is hoping to claim a sizeable stake of the smoke-free market and persuade government that advertising restrictions are 30 years out of date.
With customer experience a focal point for businesses across all sectors, marketers shouldn’t just be looking at B2C brands for inspiration as B2B is increasingly seen to be leading the way.
Lego brought creative in-house a few years ago to ensure creative has “a seat at the table” and improve transparency, productivity and innovation.
Direct-to-consumer brands have unfiltered insight into customer behaviour, streamlined supply chains and highly competitive price points, but as a business model it doesn’t come without its challenges.
New research from YouGov shows that connected home devices still have barriers to overcome to convince consumers to buy.