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Fulfilment ought to begin at home

Marketing Week

As David Reed points out (MW September 2), effective fulfilment is absolutely vital to any direct marketing campaign – unhappy customers vote with their feet and any business will have to work overtime on retention strategy if fulfilment fails to deliver. In my view, many of the problems surrounding fulfilment arise from it being handled […]

Following the leaders

Marketing Week

Unlike early adopters, ‘leading adopters’ will not buy new products merely to be first to own them. They will only purchase if a new product offers a genuine benefit. This makes them extremely useful to researchers, says Alicia Clegg

Ofcom to sanction children in beer ads

Marketing Week

Ofcom could soon be under fire from lobby groups if its controversial plans to allow children to feature in alcohol television advertising go ahead later this year. The proposal forms part of a consultation document to amend the existing alcohol advertising code on TV. The regulator is proposing to allow alcohol to be promoted responsibly […]

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