Shortages of staff and raw materials mean marketers must influence how suppliers perceive them, and ground product development in supply chain reality.
Who needs customers? Marketing’s longstanding obsession with the demand side of the equation – pandering to consumers, diligently working back from their ever-shifting needs, obsequiously striving to ‘surprise and delight’ – is beginning to look overdone.
Following the recent death of Red Bull cofounder Dietrich Mateschitz, our columnist breaks down the elements behind its and other notable brands’ marketing success stories.
Obsessively repeating what has proven effective may deliver results but leaves you vulnerable to disruption, so always leave some space to experiment.
Every research agency has a methodology it wants to sell, but here are five that marketers should consign to the scrap heap.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
The broadcaster’s CMO Penny Brough exclusively tells Marketing Week the inside story about why it felt the need to make the change to U, the research that underpinned it and what it hopes it will achieve.
Marketing Week is proud to name HSBC’s Ucheora Obi-Wheeler as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
