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While the results of marketing investments are most readily measured in the short term, marketing’s beneficial effects often extend well beyond the initial weeks or months following a particular campaign or activity. Therefore, marketers who have a clear idea of how their activities will work in both the short and the long term are able to balance their immediate and longterm objectives in their brand management decisions.
Blurring and Polarization
Brand Building Along the Media Long Tail
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Branded Content: More Than Just Showing Up
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Celebrity Power: Can Less Be More?
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Consumers in the real China
Crisis Management: Is a New Prescription Needed?
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Finding the way to a successful brand experience
Green fields ahead for Advertising in China's countryside
Green values: Consumers and Branding
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The Logic of Search: Has It Clicked Yet? by Nigel Hollis
High Hopes, Low Income
All change: Marketing in addressable media
Marketing Effectiveness: It's More Than Just ROI
Mastering the Mobile Marketing Maze
Mother India
Mum weighs in
Crisis Management and the Half-Second News Cycle
Out-Of-Home But Not Out-Of-Place
PR: What to Do When the Public Does Most of the Relating
Putting The Shopper Back Into Marketing
Service with a Snarl
Silent Marketing: Micro Targeting
Spam: The Case for Relationship Marketing
Sponsorship: Strategies for Maximising the Return on Investment
10 TRENDS THAT WILL SHAPE OUR WORLD IN 2009
The Promise of Online Video
To Pass Or To Pass It On: That Is The Viral Question by Nigel Hollis
GROUPM FORECAST SAYS GLOBAL AD
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Using brands to drive business results
What Makes an Iconic Brand?
What Price A Strong Brand?
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