If any CEO knows about marketing’s contribution to success it is Tesco’s ex-marketing director, Sir Terry Leahy. Here, he urges

Many years ago in America, Listerine had an antiseptic liquid for which it needed a mass-market use. So they invented

When marketers who are experienced in the fmcg sector change to the world of B2B, many find it unnervingly different

Using the analogy of builders versus architects in the construction industry, Vicky Bullen and Christian Barnett describe how to move

While researching his book, Jim Stengel visited a company that has successfully grown its image and profits. Here, he explains

As China displaces Japan for second place in the world economy and India, Brazil and the next 11 power ahead

In a world where digital, mobile and web technology has transformed the media landscape into a bewildering array of possible

Alan Giles is the former CEO of the HMV Group. Now chairman of Fat Face and board member of The

Austerity has prompted widespread shifts in behaviour away from the frothy consumerism of the Noughties. So it seems paradoxical to

Retail own-label share of UK grocery sales in 1981 was 22%. Today it is 47%. If the trend continues, manufacturer

'Credit crunch', 'downturn', 'recession', 'unemployment' – open a newspaper today and these are the words that leap off the page

Agency Assessments International There is nothing new in the idea of sending work overseas, although the term 'offshoring' itself is

When I first became a brand manager in 1978 I knew what marketing did. The brand manager's job was to

I bring both good news and bad. As far as the bad news goes, having worked through five recessions to

Jeremy Bullmore reflects on the paradox of how assets are valued. Tangible assets, such as plants and machinery, are inevitably

Over the last 18 months, social networking has entered mainstream consciousness, with many brands experiencing explosive growth and mass press

Over a month, a quarter, or a year, the sales of any brand are determined by the number of people

It's 10am on a sunny Sunday morning and for once the Avenue des Champs-Elysées is quiet. Normally the distant Arc

The study of culture and its meanings is the raw material of branding and the contribution of anthropology to marketing

Few major brands seem to know what to do with happy customers. Companies are so busy firefighting complaints, that all

The opportunity for women in the marketing and advertising community to earn a place in the boardroom is still relatively