Marketing

Articles from August 8

Advertisers Hit Back at Strikes
Advertisers are hitting back at the recent wave of industrial action by demanding refunds from London Underground and looking at moving direct mail campaigns away from the Royal Mail after the government removed its monopoly. Both the postal workers'...
A Marriage Made in Cyberspace
Companies are using CD-ROMs to get around the frustrating slowness of the Internet by guiding users straight to their Web sites, writes Karen Dempsey Using the Internet is like driving a Formula 1 car through a London street in the rush hour," says...
A Word in Your Shell-Like about Mobile Morons
Never mind the wretched Internet: what about the phone? A Henley Centre report by my old colleague Melanie Howard claims some 18.2 million customers were lost last year by retail, travel, banking and leisure firms who don't use it properly. God knows...
Divide and Conquer
Globalisation was the watchword of the 80s, but in the customer Foamed 90s companies are having to think local, writes Andy Fry With the Atlanta Olympics still fresh in our minds, it seems hard to believe that anyone would suggest global marketing is...
Honesty May Be Wrong Policy for Holiday Industry
If you're ever looking for some tips on the art of brochure writing, you could do a lot worse than speak to the man from Black Horse Agencies. At our house there's a draughty shed close to the back door which used to contain an outside loo. What the...
How Supermarket Stupidity Drives Me off My Trolley
The stupidity of supermarkets amazes me. They are spending millions testing out new trolleys which will be automatically rendered immobile should I try to sneak it out of the car park and take it home. This is not only a foolish marketing move, it will...
Lego Reconstructs Its Brand
Lego remains one of the most widely known toy brands but it needs to keep pace width changing tastes. Is there anyone out there who has never, at any stage of their life, played with Lego? If so, then you are in a tiny minority. According to Lego UK,...
Miscalculations in the Real Costs of a New Channel
The news that Channel 5 retuning is going to cost the odd [pounds]15m or so more than expected will surprise no one - except perhaps for the ITC which obviously thought its original plans were perfect. The augmentation of the retuning teams based on...
Pools 7m Pound Sterling Bid to Pull Punters
Littlewoods Pools is revamping its product in a [pounds]7m effort to convince punters that it is as easy to enter as the National Lottery and offers a better chance of winning. New initiatives include cutting nine teams from the coupon, to increase...
Singing the Blues
Pepsi's new advertising slogan, 'Change the Script', could have been coined for its vice-president of marketing, Europe, Mhairi McEwan. In May last year, after 14 years in the dry world of detergent marketing with Unilever, she took on the job at Pepsi....
Sub-Brands Must Now Be Desirable Simply to Survive
Marketing is really going to have to prove its worth over the next decade. Consumers have more money, are more confident and promiscuous in their purchasing and are more aware of their needs as they pass through life stages. Our children are far more...
Tapping into the Data Revolution
Marketing teams are still not utilising IT as they should. But Clive Couldwell finds that some firms have put applications to good use Is marketing software really useful, or is the IT department pulling the wool over your eyes? The short answers are...
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