Writer, Fritz Dressler said: 'Predicting the future is easy. It's trying to figure out what's going on now that's hard.'

Rather than challenge shareholder value (SHV), marketers have tried to adapt to it, with unfortunate consequences. SHV affects everything marketers

Marketing grew up in the industrial age. As this age gives way to the new network age, companies will grapple

Consuming in the analogue world is easy. If I want to try Ariel instead of my usual Persil, Kenco instead

This is not an easy book to read, particularly if you are enjoying a successful career in advertising, marketing or

For me, one of the most important books to be published all year will be Obliquity by John Kay, the

BP and Toyota made many mistakes in their recent responses to consumer concerns. Allyson Stewart-Allen looks at the lessons we

Marketers need to defend against potential cuts in marketing budgets and must better explain the case for marketing expenditure in

David Nichols reflects on Japanese women, earthquakes and ad agencies

This year I have been fortunate enough to spend quite

Marketing and advertising are often based on the assumption that people have ‘deep’ attitudes and beliefs, that determine their choices

IN SEPTEMBER 2011 I reached the age that Cardinals retire. Because I have spent all my working life, except my

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

WHO’D HAVE

Providing goods and services for emerging markets requires a radical rethink of product development. Vikas Sehgal, Kevin Dehoff and Ganesh

The Indian middle classes, numbering more than 400 million people, are a large consumer force who are now solidly engaged

One of the problems with working is that there is never enough time to read – even if you want

When is a consumer durable not a consumer durable? The answer, of course, is when it’s an indispensable status symbol

IN 1971, Stephen King’s definitive essay – ‘What is a brand?’ – described the role of the brand as providing

In today's world, companies increasingly find themselves under similar pressures and scrutiny as politicians. To win in these circumstances, political

Tom is a brand manager. His approach is thoroughly professional. He's searching the world for best practice, and is bringing

All downturns produce winners as well as losers and the supermarket sector is no exception. Looking mainly at the UK

Billions of consumers and business customers, in every region of the world, from cities to remote rural areas, buy global