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We'll call you: BT

10 Jan 2013

Mole likes to set easy-to-achieve New Year resolutions: first up was a vow to understand TV packages, now that BT has launched its first TV push for YouView

Boots' Elizabeth Fagan on juggling a change in creative strategy for Christmas

07 Dec 2012 | by Matthew Chapman

Axing a long-running creative strategy is never an easy call for a marketer to make.

Sales promotion: beyond the zero-sum game of deep price cuts

19 Oct 2012 | by Stuart Derrick

Price cuts dominate the retail market, but major brand-owners are keen to develop price promotions as a tool to build consumer loyalty and value sales, writes Stuart Derrick.

Field Marketing: Innovation ensures success

27 Jun 2012 | by Suzy Bashford

Brands seeking to connect with consumers in person need to take a creative, integrated approach, writes Suzy Bashford.

We'll Call You: Microsoft

27 Jun 2012

The launch of the manufacturer's Surface tablet left Mole unable to decide whether we should splash out on an Apple iPad or wait for Microsoft's latest offering.

Make or break time for the market research industry

15 Jun 2012 | by Alan Mitchell

With so many fresh sources of data on offer, the market research industry faces major threats and must adapt or die, writes Alan Mitchell.

Taming the data deluge

05 Apr 2012 | by David Benady

Marketers and consumers struggle with the volume of data the world now generates. David Benady asks how the two sides can jointly control the tide, including the advent of brand 'data stores'.

We'll Call You - EDF Energy

20 Mar 2012

The company faces a £3.5m bill for breaching its marketing licence. Mole wanted to know whether our dear old ma would be among the customers to benefit.

My Secret Work Weapon: Watch out for lazy language - decode it and be specific

14 Mar 2012 | by Mark Thomson, Olympics and international director, Royal Mail

Specificity, or the precision model, is something I came across about five years ago when I was sales and customer services director.

Tesco must find a new role for Clubcard

15 Feb 2012 | by Alan Mitchell

Clubcard was once the golden goose of marketing, but should Tesco re-evaluate what the scheme means to consumers, asks Alan Mitchell

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