Can marketers 'just be marketers' and still get to the top? The Marketing Society Forum
27 Mar 2013
Brands are encouraging marketers to expand their skill sets if they want to lead in the boardroom.
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Paul Smith, James Dyson and Jonathan Warburton: what inspires Britain's eponymous entrepreneurs
28 Mar 2013 | by Charles Vallance and David Hopper
In their book, published next week, Charles Vallance, co-founder of VCCP, and David Hopper, founder of research firm H2 Partners, reveal what drives Britain's greatest eponymous entrepreneurs
Brand Barometer: Oreo's latest viral campaign reviewed
22 Mar 2013
Social video expert Goviral evaluates the latest Oreo viral campaign, with "ones to watch" from Dove, Heineken and Old Spice.
Marketers have more in common with private-equity firms than they might think
13 Mar 2013 | by Helen Edwards
Many marketers fear private-equity backers; however, despite often very different approaches, both parties have the same goal - the strongest possible brand.
Has product placement failed to make the big impact that many predicted? The Marketing Society Forum
07 Mar 2013
Scepticism persists, despite Channel 4 and several brands hailing the success of their recent TV work.
Should marketers seek City analysts' help to manage their campaigns? The Marketing Society Forum
21 Feb 2013
Nokia is recruiting City experts to help it improve the way it uses social-media data in its marketing
Helen Edwards: horsemeat crisis proves marketers have lost sight of the true meaning of brand
20 Feb 2013 | by Helen Edwards
When supply-chain issues mean brands no longer seem to stand for what they claim, it is time for marketers to ensure that their products keep their promises.
Big data without the human touch means big waste
13 Feb 2013 | by Claire Beale
When Gene Roddenberry was casting round for characters to populate his series 'Star Trek: The Next Generation', he created the android Lieutenant Commander Data.
Helen Edwards: research industry guilty of hyping dubious data
23 Jan 2013 | by Helen Edwards
The food industry is fair game for critics on issues such as food waste, but researchers and consumers are not subject to the same level of scrutiny.
Can regular discounts drive loyalty as well as opportunistic purchases? The Marketing Society Forum
17 Jan 2013
Starbucks has introduced a 60p discount on lattes bought before 11am on Mondays.
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