One of the most tantalising observations about the new technologies is that we tend to overestimate their effects in the

Recessions have always produced a certain amount of trading down – often merely transient. But, in 2008, things might well

Marketing is about two things. First, the marketing concept: 'Marketing is not a specialised business activity. It is the whole

I don't suppose you remember William Kempe. He was very famous once. Between 11 February and 11 March 1600, he

Work is theatre and every business a stage,’ wrote James Gilmore and Joseph Pine in their 1999 book, The Experience

When consumers like a particular campaign, it is facetiously observed that they are ‘buying the advertising’ as well as the

The current 'one size fits all' commodity model is no longer fit for purpose. The future will need to be

The world of business is fast realising that creativity is too valuable to be left to the creatives. Whether the

Within an hour of being born, humans are busy copying and learning from the actions of those around them. Mark

Not so long ago public relations executives had to fight for a seat at the table to be heard, to

Attitudes and behaviour refuse to follow logical patterns, says Melanie Howard

Centuries after the Enlightenment there is still a mighty

As part of a group of IPA agencies, I recently completed a whirlwind tour of 18 of the most successful

Brand expert David Aaker examines the assumptions and resources required for two alternative growth strategies: concentrating on getting the brand

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

 In this exploration of the world of the Muslim consumer, Miles Young outlines the important features marketers should understand. It

The best advice I ever got …

‘Be yourself because you’ll never be as good at trying to be

Attraction and seduction, rather than domination and coercion, are the keys to persuasion, says Melanie Howard

I’m devotIng this piece

In the article ‘Storytelling in a virtual world’ (Market Leader, Quarter 3, 2011), Julian Saunders argues that the decline of

JOHN HEGARTY doesn’t sit on fences. He says what he means and manifestly means what he says. In a business

Technology creates pressures on marketers as well as the tools to relieve them. Reports, communications, planning, analysis and market research

There is a lot of talk in marketing, and quite rightly, about the difference between price and value. But there