Marketers need to defend against potential cuts in marketing budgets and must better explain the case for marketing expenditure in

David Nichols reflects on Japanese women, earthquakes and ad agencies

This year I have been fortunate enough to spend quite

Luxury and sustainability: two opposing concepts? At first glance, perhaps. After all, the word luxury derives from the Latin word

Consumers are seeking easier ways to make decisions, and it’s time for suppliers to assist them, says Melanie Howard

One

 MY FRIEND, the senior marketing director of a big Japanese electrical and imaging company, says her agency only

An entrepreneurial spirit captures the imagination of employees and serves as an engine of innovation. Hierarchy can lead to bureaucracy

IN THE internet era, is direct mail still relevant? Research suggests yes. In collaboration with the Centre for Experimental   Consumer

BIGGER BRANDS are always big because more people buy them, not because they have higher weights of purchase – so

Writing a book is not easy but the one I have just finished was particularly hard. It started out as

OVER THE past decade we’ve seen many books that challenge in one way or another the conventional notions of what

Looking ahead, there is definitely no shortage of big issues coming our way. Firstly, there is the macro issue of

As with all parts of the marketing and communications sector, the market research industry has spent the past decade considering

I've spent a lifetime in marketing creating new products, briefing new campaigns, starting new companies. I've worked in different sectors

THE MARKETING MASTERS

Philip Kotler, David Aaker, Jean-Claude Larreche,  Regis McKenna, Don Peppers and Martha Rogers, John Quelch, Al Ries

Despite all evidence to the contrary, the belief that a single number can be used to assess marketing performance is

This is the story of how communications changed the public face of a very public company. M&S is a national

I started work in advertising just over 30 years ago in October 1975. I remember well my first day at

It's true. Innovation funnels don't work. In fact, they stifle creativity and make innovation less likely to be successful.

But

THOUGHT 1: MARKETING COMMUNICATION PROCESSES ARE OVERLY REDUCTIVE TO THE POINT OF BECOMING SELFDESTRUCTIVE

All of us love our big

There seems to be a widely held and virtually unchallenged belief that, thanks to the internet, the nature of mass

It is a funny thing that people who write and think about strategy and about marketing almost never seem to