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Building reputation is an internal as well as external exercise and keeping abreast of customer expectation and perception is the key to success. Andrew Redpath of the British Brands Group explains.
This report is based on a research project entitled 'Young People, Media and Personal Relationships', which was conducted by the authors between June 2001 and July 2003. The project was funded by the Advertising Standards Authority, the British Board of Film Classification, the BBC, the Broadcasting...
How can great advertising be dysfunctional? How could a phrase that became a catchword work against the AA? And how does a new advertising campaign align an organisation? Angus Jenkinson, Professor of Integrated Marketing and Branko Sain, Research Fellow in Integrated Marketing at Luton Business School...
Value players will probably challenge your company. How will it respond? Article from McKinsey Quarterly.
