Marketers fail to link strategy with business goals
Lucy HandleyMarketers risk losing influence in the boardroom after a report found that the overwhelming majority are failing to properly link marketing with overall business strategy.
Marketers risk losing influence in the boardroom after a report found that the overwhelming majority are failing to properly link marketing with overall business strategy.
Full integration between marketing capability and business strategy remains an unfulfilled promise, according to a recent in-depth study, and is preventing marketers from driving growth.
The internet has revolutionised fashion retailing. But are the big stores making the most of it? New research seen exclusively by Marketing Week shows who’s hot on SEO and who’s not.
Brands can make a strong connection with consumers bitten by the travel bug by focusing their marketing strategy on mobile devices, according to research seen exclusively by Marketing Week. By Lucy Handley
DM gets good results for business brands yet few are maximising its potential by applying measurement strategies. Lucy Handley looks at how to get the most from your campaigns
New technology means that the online and offline retail worlds are almost on a collision course for some retailers and FMCG brands. Six experts discuss the issues with Lucy Handley
The latest annual DMA GAP tracking study, seen exclusively by Marketing Week, reveals physical direct mail is making a comeback but DM specialists will achieve more cut-through if they pay greater attention to consumers’opinions.
This week’s cover feature looks at the often grim view board members have of marketing. But is marketing at a crisis point? Over the last few weeks I have almost become convinced that it is. It started when I began researching this week’s cover feature on what board members really think of marketers. I spoke […]
More marketers may be taking seats in the boardroom, but its members are still struggling to understand exactly what the discipline can do for a business. Board members at big brands tell Lucy Handley what they really think of marketing in an era where procurement and the finance director are king
Marketers should look to spend less money and turn marketing into a profit centre, according to a leading marketing academic.
The chief executive and marketing director of Molson Coors talk to Lucy Handley about getting more people into beer, going global and keeping Carling at number one in the sales charts
Molson Coors is to evaluate the positioning of its flagship brand Carling next year in an attempt to broaden the lager’s appeal.
Investec has extended its UK sponsorships with a deal with Tottenham Hotspur. Here, the banking and asset management group’s global head of marketing explains the South African brand’s strategy.
It was once all so simple: products were either marketed from a quality or a price position. But an era of austerity, a looming VAT rise and pricier raw materials are forcing brands to desert their old strategies.
Marketing, believe it or not, isn’t always about selling. It might sound dramatic, but it can sometimes save lives.