In this article, Tummler, Warc’s regular columnist, discusses the emergence of "mission-statement marketing". In one example of this trend, Procter & Gamble has started to place a heavy ...

In this conference report, Judie Lannon, editor of Market Leader, discusses the main themes from the Marketing Society’s 50th Anniversary conference, held in November 2009. Professor Hugh Davidson arg ...

Trendy consulting advice suggests that, since marketing ROI improvement is ultimately limited by the effectiveness of the marketing/sales handoff, "sales enablement" is crucial to success. Consequentl

When talk among marketers turns to measuring word-of-mouth (WOM), most of the discussion involves the digital space. This article questions how much should be spent on online programs in the face of r

As 2009 has been filled with profound change and uncertainty, customers and prospects alike are re-evaluating their definition of value and actively seeking new business relationships. With some creat

Over the past few years, innovation has moved front and center within the marketing strategy landscape. While the strategic imperative for innovation may be clear, defining an effective approach to me

The presentation of Eric Ryan, co-founder of Method Products, to the ANA's 2009 Masters of Marketing annual conference is the focus of this report by Warc's US editor, Geoffrey Precourt. Ryan outlines ...

In its proprietary study on 2010 predictions in the APAC region, Carat unveils that improving market conditions will push media prices up by 8–10% on average next year. Marketers looking to maximise t ...

This article looks at how Russia's ad market fared in 2008 and its prospects for 2009. Russia is likely to be the only one of the BRICs (Brazil, Russia, India, China) to experience an advertising rece ...

World Ad Trends reveals that global advertising grew a meagre 0.2% (y/y) in 2008, to reach US$499 billion at constant 2005 prices, as the effects of the economic downturn began to hit. The US lost nea ...

This article offers a brief summary of a new report from Sponsorium, a Montréal-based company that offers sponsorship management tools, on how far sponsorship deals meet the objectives of brands. ...

This joint case study will be relevant to any marketer or researcher interested in how to increaseresearch value through more creative engagement of participants whilst simultaneously reducingresearch ...

This presentation addresses how FLEX/theINNOVATIONLAB and Blauw developed an innovative and smart board game, played by researchers, designers and consumers, to create a synergistic environment for id ...

This presentation addresses developments in citizen engagement practice from the perspective of the Central Office of Information (COI), the leading commissioner and delivery agent for public engageme ...

The fastest growing aspect of the Research 2.0 revolution is the use of online research communities. When these communities first burst on the scene, in 2006, the talk was all about collaboration, con ...

Companies are investing in it, consumers demanding it, pundits applauding it . . . but what doesCorporate Social Responsibility (CSR) really mean – to consumers as opposed to shareholders? Does it enc ...

Over the last 24 months, three publicly traded, North American companies (Menu Foods, Matteland Maple Leaf Foods) have provided researchers and practitioners with ample evidence that themost valuable ...

CSR has become one of the important weapons of companies in increasing awareness, familiarity, favorability and reputation. Almost every company carries out a CSR activity but few measure its perceptu ...

This presentation addresses the somewhat conflicting developments in healthcare research overrecent years - a move toward ever more innovative, consumer-driven research approaches, and the increase in ...

Children’s economic influence is increasing, stimulating a rich youth research market. However,mounting criticism of the “commercialisation of childhood” has resulted in a plethora of (often conflicti ...

Social engineering scams trading on the good names of reputable research organizations threaten to undermine the public’s participation in legitimate surveys. Major scams in several countries are dupi ...

If market research must be more effectively used, especially in tough economic times, the challenge is not so much in the research process itself, but in the way the results are targeted at and presen ...

This presentation addresses the utilisation of the latest knowledge management and web techniques to create BORIS (Bank Of Research and Insight Stuff) in conjunction with the research team within Aviv ...

This presentation details the behaviour measurement methodology developed for reliable evaluation of Unilever Oral Care Social Mission Project targeted at children. It details the application of the m ...

This presentation describes the approach and findings of a qualitative research study conductedin the United Kingdom on behalf of the Department of Health. In gathering data, the need forresearch agen ...

Corporate (social) responsibility is high on the agenda of almost every national and internationalcompany. But little is understood about what it does to a brand or how a brand should deal with it. Al ...

This presentation addresses several significant questions: To what extent do consumers in emerging markets like Brazil and Argentina face the marketplace as a new voting arena to express identities an ...

The presentation reviews the results of an 18 month research programme conducted for the Shell Future Fuels division beginning in August 2007 .The goal of the study was to better understand American a ...

The recent economic downturn resulted in the rapid deterioration of the appeal of “classic” luxurypropositions and an equally rapid rise in the demand of a new, ethically-driven aspiration, namelythe ...

This presentation describes the results of basic research regarding the relation between sustainability and brands in general and the relevance of sustainability for brand equity in particular. The un ...