Suggested reading September 2016: a digest of new marketing literature
Marketing Week has scoured the latest business books and journals for this digest of recent articles on marketing.
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Suggested reading July 2016: a digest of new marketing literature
Jonathan BaconMarketing Week has scoured the latest business books and journals for this digest of recent articles on marketing
Suggested reading June 2016: a digest of new marketing literature
Marketing WeekMarketing Week has scoured the latest business books and journals for this digest of new marketing literature.
Suggested reading May 2016: a digest of new marketing literature
Mindi Chahal‘Emotion regulation and young children’s consumer behaviour ’ Young Consumers, Volume 17, Issue 2, June 2016 Researchers explore how children’s growing ability to effectively regulate their emotions influences their consumer behaviour. The authors use direct observations of children and a survey of parents about their child’s emotional development to give predictions of consumer behaviour. They explore […]
Consumers unwilling to spend as Christmas quarter approaches
Sarah VizardThe two key consumer confidence measures for marketers of purchase intent and consumers’ view on their personal financial situation over the coming year remain in negative territory even as confidence ticks up slightly.
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It’s time for ‘share of search’ to replace ‘share of voice’
Mark RitsonShare of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
Why brands are taking a pragmatic approach to experiential marketing
MaryLou CostaHas a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
Mars rebrands Uncle Ben’s after criticisms over racial stereotyping
Sarah VizardThe move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.