Since writing his first book in 1967, Philip Kotler has gone on to become one of the foremost voices on marketing strategy, and five decades on he is still as candid as ever.
Reports of the death of the sales funnel are greatly exaggerated. Consumers might be bombarded by media and marketing from all angles, but marketers must still understand how to influence their journeys towards a purchase.
Good news this week for the world’s taxi drivers. Suddenly after months of aggressive market expansion Uber is looking vulnerable and all of it is self-inflicted.
In the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing’s role in corporate culture.
Adland’s response to #MeToo has unveiled the next steps in its efforts to crackdown on sexual harassment in the advertising industry, including a new toolkit, training programme and refreshed campaign.
Diageo credits its two-year focus on integrating marketing effectiveness across the business with a “profound shift” in the belief in marketing investment, but says the job is not done yet.
Essity’s global marketing boss has spent her career working across five different countries, which while difficult from a personal perspective has helped her better understand global business.