Marketing Week
12 January 2012
-
Change is now normal. So what's new?
12 January 2012
Last year 63% of you underwent some level of restructure to your marketing team or department.
-
Creativity may be a false idol
12 January 2012
Your cover story, ‘Swimming against the tide of received wisdom’ (MW 5 January), explored the need to unleash the power of creativity to drive growth in stagnant markets and to employ more people at board level who truly understand human behaviour.
-
It's time to reverse the executive talent exodus
12 January 2012
Modern-day demands on our top business chiefs are having them head for the door - with disastrous results for marketers.Where has all the talent gone?
-
Kripsy Kreme hopes to make ‘friends’ with customers
12 January 2012
The brand’s chief marketing officer Judith Denby describes her struggle keeping a ‘treat’ brand in the mind of consumers who may visit just twice a year and how concentrating on ‘friendship’ is the way forward.
-
Mobile is effective route to integration
12 January 2012
The recent article discussing mobile marketing coming of age (‘Brands search for higher level of reception’, MW 5 January) states that mobile also needs to find its USP over other channels.
-
Price cutting will lead to failure
12 January 2012
Price discounting will not be enough to succeed in another challenging year for retailers.
-
Putting value first includes the consumer experience
12 January 2012
The article ‘Marketers stress importance of offering value in 2012’, does a great job in highlighting a number of the challenges that marketers will face over the coming year. Being the oldest or the cheapest is no longer enough to differentiate you from the competition.
-
Retailers must kick the discount habit
12 January 2012
“When I see Thorntons’ Mint Collection - a luxury selection of after-dinner mints - on sale for £4 rather than the recommended retail price of £12, it makes me question the brand. Suddenly it is not expertly made, high-quality fare - it is just cheap chocolate at a bargain price.”
-
The Marketing Week/Ball & Hoolahan salary survey 2012
12 January 2012
The restructuring of marketing departments is having a positive effect on the salaries of digital specialists in particular, but the pay difference between sectors remains marked. By Steve Hemsley and Roy Hoolahan.
-
The Secret Marketer fears the digital age has led to sloppiness
12 January 2012
So far it’s been a super-fast start to 2012, though not as fast as I ended last year. Back towork this week to find a speeding ticket on my desk.
-
Winning the battle for the big spenders
12 January 2012
New research seen by Marketing Week shows that the top 20% of spenders on consumer products generate the majority of sales. Michael Barnett says that for a brand to succeed it must raise its stake in this lucrative group.
-
Writing the new formula for success
12 January 2012
While paid-for apps remain a key focus, innovative ways to advertise in print, combined with digital platforms, mean that many publishers are offering marketers a fresh mix of communication opportunities.
