Online September 2012

A masterclass in segmentation

Quadrangle segmentation masterclass

What are the learnings for marketers from three video case studies on segmentation? Co-op director of group marketing Gill Barr, marketing professor Patrick Barwise and Marketing Week editor Ruth Mortimer discuss the essential lessons from ‘The Uses of Research’ video series devoted to segmentation, created by the exclusive partnership between Marketing Week and Quadrangle.

JTI ramps up attack on plain cig packs

cigarettes

Benson & Hedges and Camel owner Japan Tobacco International (JTI) is ramping up its attack on the Government’s proposals to introduce plain tobacco packaging, with a campaign focusing on the potential damage it would have on the economy and small business.

Do marketers need a degree?

graduate

The introduction of higher tuition fees has sparked predictions of a long-term decline in the number of graduates entering the marketing industry. But instead of viewing the drop as trigger for a potential dearth in top talent, some in the industry believe brands should take the opportunity to draw from a more diverse pool to find future marketing leaders.

Apple apologises for ‘frustrating’ Maps

iphone5

Apple’s CEO Tim Cook has taken the surprising move of apologising for the “frustration” experienced by customers using its Maps service and encouraging users to download alternatives from rivals such as Google, Microsoft and Nokia while it improves the app.

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