Four ways to play a world-class marketing game: read the cover feature here Building a school of marketing excellence: read about how British Gas is rolling out its own Marketing Academy Innovation that focuses on the customer: how Ideal Standard switched from being an engineer-led to a customer-led business The term ‘marketing capabilities’ is one […]
Marketing suffers from a lack of consensus about what’s likely to work and many marketers often kill creative effectiveness by making things more complicated than they need to be.
As another big global business hires a chief growth officer rather than a CMO, will it help to reframe marketing’s role within the wider business or is there a risk of further damaging marketing’s reputation by pitching it as something separate to growth?
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Effectiveness is a matter of marketing management. A framework is the best way to ensure brands are doing the right thing, not just doing things right.
McCain says its focus on diversity has had a real impact on the business, not just on brand perceptions but also its internal make-up.
Direct-to-consumer brand Beauty Pie layers data with psychology and qualitative research to gain the rich user insights that power its subscription model.