Businesses frequently use the term, but what does it actually entail and who should be responsible for its execution?
You don’t need to follow the traditional path to career advancement, a ‘lattice’ career, taking you out out of your comfort zone will make you a more distinctive and useful employee, argues Airbnb’s EMEA marketing director Alexandra Dimiziani.
A significant proportion of marketers feel let down by a lack of options for furthering their career.
M&S has highlighted its brand and product proposition, personalisation and data, and modernising its store estate and supply chain as key focus areas for the next two years.
By working up to investing in brand building – rather than adhering to the 60:40 rule – are small businesses on the road to success or setting themselves up to fail?
Addressing marketing’s lack of socio-economic diversity could be the key to creating a more inclusive industry in general. However, making a difference starts with taking practical steps.
It takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.