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By continuing to use the site, you agree to the use of cookies. You can change this and find out more here. Or try Advanced Search. Get a demo Do I subscribe? News sign-up Sample reports. Search in Case Studies Show only Recommended Date Range All Last year Last three years Last five years Set date range From To date. Journal of Advertising 13 Int.
Journal of Market Research 7 Int. Sort by Relevance Date: The forgotten art of customer obsession. Marketers are increasingly getting stuck in the trap of obsessing about the new, at the cost of obsessing about customers, says Gareth Kay. The black swans of marketing. AI is the new marketing - or is it? Examines the potential of artificial intelligence in business and of its impact on human society in the long term.
The golden age of marketing. Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology. Are marketers hedgehogs or foxes? Looks at the history and evolution of Market Leader in response to the marketing industry. The landscape has changed but the spirit remains strong. Examines the changing opportunities in the Scottish economy, from the declining financial sector to the craft beer revolution. Three wishes for Resisting the urge to make predictions for the year ahead, Gareth Kay offers up three wishes that he hopes will happen this year, in order to move towards creating a more robust and vital marketing industry.
How data science is disrupting marketing. Agencies have traditionally managed most of the communications problems facing brands, but John Deighton, of the Harvard Business School, believes that deeper, richer sources of information technology IT might redefine such basic Rethinking the Profession Formerly Known as Advertising: The growth of the internet and the convergence of IT and advertising will slowly lead to marketing being conducted on small set of dominant design platforms.
Marketing is stuck in first gear. How HP's marketers increased their influence. Can data fix it? This article examines how better use of data can help marketers adapt to the changing face of marketing. This article explores the rise of blockchain technology, originally created to underpin digital currencies like Bitcoin and now mooted as a means to rid the digital advertising industry of its ongoing fraud and transparency crises.
The A to Z of Effectiveness. How American Express embraced mobile customer journeys. This article outlines how American Express, the credit card company, investigated the role of mobile in its customer journey. Refresh - Helping brands prepare for the future. This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for CMOs suffer from bad job design.
Chief marketing officers tend not to last very long in their roles and one reason they have the highest turnover of any boardroom position is that their job is often badly designed, two academics have argued. Why planners need to break the chains of specialisation. Planners need to be the change agents inside their agencies and help change how we work to guarantee a more fulfilling future, says Gareth Kay.
The future of strategy. This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future. Marketing Leader of the Year Looking beyond the wood for the trees.
This article advises that complex business problems cannot be solved one silo at a time and that both agencies and clients need better integration. Leveraging the power of the eco-system to deliver greater impact to business.
This paper shares learnings from PepsiCo India as the company makes fundamental changes to its Insights function in order to widen the team's sphere of impact within the wider business. APAC marketers reveal innovation concerns. Asia-Pacific today accounts for most of the growth of the global economy, yet surprisingly few C-suite marketers in the region feel completely confident about their ability to remain competitive in the near future.
When bad things happen to good companies. Marketers are typically given a secondary role when otherwise consumer-centric firms suffer data breaches, meaning the response to such crises often does further harm to brand reputation, a new paper in the Journal of Advertising Research Login via Open Athens.