14 April 2011

Web comments

Social v Tradition Mark Ritson’s column on the failure of Pepsi’s social media strategy to drive sales compared with Coca-Cola’s successful use of traditional media prompted a flurry of debate on the value of social media. Read the column at www.mwlinks.co.uk/RitsonCocaCola and see comment extracts below. I disagree with your statement that “its advantages and […]

Strong brands can escape the discounting spiral

Selfridges

I despair at the thought that 54% of women say money-off vouchers are the thing that makes shopping special for them (MW 17 March).With consumer confidence eroded by recession and consumer behaviour transformed by the online experience, surely retailers should focus on creating a shopping experience they can control? You need to look no further […]

Driver or spare part?

The news that Toyota GBhas scrapped the role of marketing director (MW 24 March) should be of interest to anyone looking at how global brands keep in touch with customers in their local markets. It sounds as if Toyota still has its important delegated marketing roles, but these will now be taking more of an […]

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