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.
Brand leaders tune into the business channel
Lucy HandleyFull 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.
Maximise yoursearch appeal
Lucy HandleyThe 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 that use mobile receive better reception
Lucy HandleyBrands 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
Get down to business with use of insight
Lucy HandleyDM 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
Getting the measure of the retail mix
Lucy HandleyNew 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
Brands place trust in return to tradition
Lucy HandleyThe 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.
Marketing in crisis?
Lucy HandleyThis 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 […]
The boardroom verdict
Lucy HandleyMore 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
Marketing budgets should be cut, says “father of integrated marketing”
Lucy HandleyMarketers should look to spend less money and turn marketing into a profit centre, according to a leading marketing academic.
Only here to put cheer back into beer market
Lucy HandleyThe 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 rethinks Carling positioning to broaden appeal
Lucy HandleyMolson Coors is to evaluate the positioning of its flagship brand Carling next year in an attempt to broaden the lager’s appeal.
Finance brand custodian takes his sporting chance
Lucy HandleyInvestec 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.
Does your brand need a change of direction?
Lucy HandleyIt 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 makes a heavyweight impact beyond boardroom walls
Lucy HandleyMarketing, believe it or not, isn’t always about selling. It might sound dramatic, but it can sometimes save lives.