Marketing management: Personnel, staff, training

 

John Bartle, founding partner of Bartle Bogle Hegarty, presents the six marketing books that he has found the most influential.

A brand is arguably the sum of customer interactions with the people who deliver the promised service. Brands, in practice, have very little to do with promises made through advertising. They're all a ...

Large international marketing companies need high-quality, consistent marketing capabilities across all of their operations. In this paper - which is an edited version of the case study that won the M

This brief presentation based on survey data argues that excellent service has always given consumers a compelling reason to visit, browse or buy goods and services. By expanding the role of service i

This article discusses how a Korean company is facing up to the global economic downturn. One strength is that Korean businesses look to the long term and are not panicked by short-term reverses. Ther

Enterprise 2.0 is a term encompassing all the web-based tools that facilitate networking and collaboration, and the shift from desktop to web-based applications. This article argues that companies wil

The article describes Diageo's system for evaluating marketing effectiveness for all its products worldwide. There are three basic principles: simplicity, a pragmatic approach, and focusing on getting

The article discusses the management of creativity. There is always tension between creative employees, who value autonomy, and management imposing supervision and control. Good ideas can come from an

Generation Y (born between 1977 and 1985) have very different work expectations and demands compared against the Boomers before them. However, if a company wants to attract and retain the talented mem ...

As the economic downturn begins to exert an impact, it is little wonder that investors and managers are preoccupied by the threat posed by 'trading down' to lower-priced brands. Such fears have always ...

Client-side planning looks like it is here to stay, and must prosper if brands are to continue to grow. This article describes how Diageo set up its own account planning resource, and how it works wit ...

The 'inside-out' approach used in this paper describes the implied educators' perceptions of integrated marketing communication (IMC). From an analysis of 87 IMC course syllabi from six countries, and ...

This article discusses the increasing importance of employer branding, including its power to deliver organisational success by attracting and retaining the right people and create an environment in w ...

Companies are increasingly using marketing techniques that have worked with consumers and applying them to engage their own employees. This paper shows how Nestlé is facing the challenges of entering ...

In the car manufacturing industry, boosting unit sales and market share hinges on getting end users to value the actual sales interaction and customer service. While interaction with the client during ...

This article is an interview with Mike Hoban, customer and brand marketing director of Scottish Widows. Points discussed include the importance of understanding customers; 'behind-the-line' marketing ...

All marketers, even of fmcg products, need to think in terms of 'service' and 'experience'. In the experience economy, marketers face three challenges. Firstly, there is a key set of talent and skills ...

This article describes and discusses the benefits of mystery shopping. These include improvement in customer service, greater staff engagement and, therefore, retention. Ideally, it should inspire sta ...

Marketers are facing a new range of key performance metrics inspired by changes in the social, cultural, political and economic landscapes. This article discusses seven key areas demanding their atten ...

This article reports an ANA survey among marketing managers, and argues that since media trends are shifting so fast, marketers must be ready to shift tactics 'on a dime', and marketing thinking and p ...

This paper examines what drives employee engagement and work-life happiness across the globe. Differences and similarities are explored between countries, and how this indicator of societal trends int ...

This article argues that too much of what passes for 'relationship marketing' is actually based on mistruths, and customer cynicism is growing as a result. In fact, customers seldom want 'relationship ...

Patrick Collister, founder and managing director of Creative Matters, asks why only 9% of agency training funds were given over to creatives. He explains why training in creativity is important, and t ...

Socially and environmentally responsible business practices are now becoming a competitive advantage; smart marketers realise that corporate responsibility is linked with financial success. But the pr ...

This paper describes British Telecom's involvement in partnership with the Disaster Emergency Committee (DEC) following the Southeast Asia tsunami disaster in December 2004. BT provided the communicat ...

Corporate responsibility - the idea that a company has responsibilities beyond the simple growth and responsibility of the business - is increasingly seen as important for reputation, but management o ...

In this article, James Dyson argues and vividly illustrates the case for greater recognition in Britain for inventors and engineers. The country is not producing nearly enough engineering graduates an ...

This paper argues that the traditional training, expertise and career paths of marketing professionals have become obsolete, and that the massive changes in technology and society demand a new model. ...

While there is a significant body of research on the organizational climate that is conducive to innovation, most of this research has a strong 'western' bias, concept, practice or culture. How much o ...

This paper provides practical strategies for fostering a culture of innovation throughout your entire organization, a culture that both stimulates and places a high value on creative thinking and team ...