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.
Every Friday afternoon, I look at the key stories of the week, offering my thoughts on what they mean for you and the industry. This week, it is all about brand strategy – from Tesco’s master brand approach to OS’s aim to boost mental availability. Here is my take.
From Mars’s rebranding of Uncle Ben’s to a shift in marketing for Confused.com and the rise of DTC brands, catch up on the most important marketing news from the week.
Marketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Marketing and creative teams shouldn’t be ‘task takers’, but strategic business partners. Here’s how brands can optimise their effectiveness.