It is fashionable to believe marketers today should aim for mass market penetration and that segmenting, targeting and positioning are things of the past. For most brands that is a fallacy.
Marketing has an increasingly integral role in business growth but research shows it still has a job to do to change its perception as the colouring-in department.
The Co-op is ungovernable, according to its former boss Euan Sutherland, who resigned today (11 March) after what can only be described as a torrid 10 months at the helm. It also looks increasingly unmarketable as it lurches from one disaster to the next. Yet now more than ever the Co-op Group must remind customers what it stands for, what it means to people and the valuable role it plays in community life.
From Unilever increasing investment in digital skills to Coca-Cola streamlining innovation here’s everything you need to know this week.
We spend too little time listening and too much time preparing to speak. By focusing more on others’ words and less on our own response, we can make more progress collaboratively.
While job prospects have improved slightly compared to three months ago many more companies are still expected to cut staff than hire.
Sky is forgoing its usual product-led approach in a new marketing campaign that aims to build an emotional connection with customers and get people thinking differently about the business.