How a flexible and synergistic network of companies delivers the World Rally Championship brand experience to almost a billion enthusiasts.
Why read this? Because one change will transform your marketing. This paper, written by Professer Angus Jenkinson for The Marketing Society, provides a simple yet profound solution to the problem of fragmented marketing communications.
Toronto-based marketing and communications specialist Arie Opps critiques standard 'Top 100 Brands' lists and suggests alternative approaches for measuring brand equity.
On 9 October 2003, the Broadcasting Commission of Ireland (BCI) launched its Children's Advertising Code - Phase 2 Consultation Document.
Corporate identity is an abstract idea that takes many forms, from brand and logo to product and company reputation. This paper addresses corporate identity modelling.
How can your supply chain affect your brand equity? Joseph Benson and Bret Kinsella argue that marketers should give as much thought to the buying experience as they do to image, marketing communications and product engineering.
Millfield Partnership is an excellent example of a business that creates differentiation and competitive advantage from the top down.
Economic pressures to restructure high-tech industries will eventually become irresistible. Executives should prepare themselves for more--and more hostile--acquisitions.
IBM UK has been piloting a new customer focus structure for its IMC department responsible for all marketing communications. The result is better communication, better learning and better results.
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