How to market marketing
Marketing has an increasingly integral role in business growth but research shows it still has a job to do to change its perception as the colouring-in department.
How Dave Lewis has changed Tesco one year on
Sarah VizardHis first year was about stability, his second should be about rekindling brand love.
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How to become a CEO
Steve HemsleyGaining experience across different sectors and disciplines can make you an attractive candidate and a more rounded marketer, however company ‘lifers’ can be just as successful. The key to becoming a CEO is credibility and a broad business understanding.
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How to sell yourself on LinkedIn
Michael BarnettAs LinkedIn hits 20 million members, data from the network reveals the most overused buzzwords and commonly claimed skills on marketers’ profiles.
How Guinness attracted 1.5 million customers in under a year
Marketing Week ReportersDetermined to engage a new generation of drinkers across a vibrant and rapidly evolving continent, Guinness opted for a blend of TV sponsorship, experiential, influencer marketing and outdoor to achieve its goals.
Tesco accused of misleading customers with ‘unclear Clubcard pricing’
Rachel LawlerConsumer group Which? says Tesco’s Clubcard Prices deals are unclear and “could be breaking the law”, but even if Tesco is forced to make prices clearer analysts suggest it won’t have “any real negative impact”.
Everything old is new again: Why are brands resurrecting old assets?
Niamh CarrollBrands such as Morrisons, Tango and Branston are bringing back slogans from their past, which they say still have resonance with consumers.
Heinz Beanz consideration drops following price increases
Rachel LawlerHeinz Beanz’s consideration and value scores have fallen as consumers switch to own-brand goods, YouGov BrandIndex data shows.