In this insightful article, Laurie Young examines a paradox: why, in a world where added value services increasingly dominate, and

Branding can help an organisation own an innovation, create and dominate a new subcategory and enhance the perceived effectiveness of

As a lifelong passionate marketer I am proud of the role marketing has played in the world economy. Despite the

John Kearon examines the heretical proposition that the adoption of ‘marketing science’ is the reason why large corporations no longer

With the end of one year and start of another, throughout the country – perhaps throughout the world – everyone

Bricks-and-mortar retailers in the age of the internet face increasing threats. Leslie Clifford and Laura Moser have scoured the world

The best advice I ever got … Was from a boss who encouraged me to trust my instinct. I’d spent

In a resource-constrained world, growth needs to be not only economically sustainable, but environmentally and socially sustainable as well. Marketing

Many innovative and successful companies are discovering how to co-create new value with consumers, suppliers and customers. Yet there

The best advice I ever got … Use your head, trust your instincts and follow your heart.

The worst advice

WHAT’S THE oldest profession in the world? Beyond Redemption unequivocally claims that it is sales promotion – Adam would never

 most global brands have been invented by Western companies for Western consumers. emerging-market consumers are very different. simon silvester explains

When people submit articles for Market Leader, I try to ensure that, given our readership of practical marketing folk, the

Companies find it hard to co-operate. They should try harder. A strategy of working together can help national competitors to

It is no use using the language of the past to talk about the business of marketing for the future

Recently, a planner I know asked me a question: How does advertising actually work? That's a very good question, and

As the world's economic attention turns to China and India, marketers are eyeing up new markets and new competitors. But

Account planning began in two London agencies over 40 years ago.

The Charmed generation are a cohort of older people who have benefited from the combination of factors that has enabled

ehwfioef eiowf ewufiriwe oreiw

Is the growing dominance of an online business culture an opportunity or a threat for the marketing and PR industries