It can be hard to isolate marketing’s impact on the launch of a new product.

The quality of the product, the creativity of the communications, the state of...

This is the story of how a highly targeted marketing programme, built around a mobile customer service, developed a new commercial opportunity for McDonald’s.

M...

This paper tells the story of how John Lewis went from a trusted retailer to one of Britain’s most loved, talked about and visited brands, in just a few years.
...