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Global strategy: adopt a ‘glocal’ structure

Marketing Week

Fundamentally, Santander’s business is built around understanding customers. The first thing it does when it comes into a market is to get to understand the customer base better than the business it’s buying. This idea of having your business built on your customers is a thing that applies to all the markets it operates in. Keith Moor, director of brand and communications at Santander tells us more.

Mind the gap

Lucy Handley

The gap between consumers’ perceptions of a brand’s image and the actual experience, as measured by The Promise Index, raises some tricky questions for marketers.

What do women really want?

MaryLou Costa

There continues to be a significant gender bias in the way we perceive brands, according to the results of recent research, which leaves many brand owners still figuring out how best to meet the needs of women.