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Of all the concepts in the marketing universe, the most important gift we give our organisations is market orientation. It’s the omega of our discipline because it challenges a manager to recognise the fundamental truth that a) consumers are the source of a company’s success, but that b) these consumers inevitably see the world very differently from the employees that work within the company and who devise the strategies aimed at those consumers.
When was the moment your industry changed? The Big Four supermarkets may look back and say that early 2014 was the moment they knew retailing as they knew it was over. Almost £3bn was wiped off the share values of the Big Four last week as they embarked on a new price war.
According to PepsiCo’s senior director of ecommerce marketing, one of the business’s “biggest challenges” has been bringing retail media to the forefront of a complex marketing organisation.
From Pret to Starling Bank to Virgin Group, the Marketing Week team reveals the second set of eight campaigns that make up our best of 2022.
Sainsbury’s, Tesco and Morrisons have all lost market share over the 12 weeks to the end of November, while discounters Aldi and Lidl have made gains, Kantar data reveals.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here