Scaled-down products for poorer consumers in BRIC countries could pose a threat to developed markets, says Melanie Howard

IN BARWISE and Meehan’s seminal book, Simply Better, the authors laid the groundwork for the ideas developed in this more prescriptive handbook.

FINANCIAL ISSUES remain a low-interest area for many marketers.

RECENTLY I took an IPA course on negotiation skills taught by Keith Risk, and was therefore interested to see what Chris Merrington, another IPA trainer, had to say on the matter in this book.

 MY FRIEND, the senior marketing director of a big Japanese electrical and imaging company, says her agency only shows her YouTube clips and can’t even be bothered to say that the idea they’re showing will, eventually, look a

Allyson Stewart- Allen enjoys the commercial inventiveness that was sparked in the US by the recent royal wedding