Marketing

Branding

Building a brand leader

In a few years, British Sky Broadcasting has transformed the way people in Britain watch and use...

Supporting superbrands: The Role Of High-Tech Suppliers

Producers of internationally known high performance products depend heavily on their materials and components suppliers. These suppliers...

The healthy eating brand

It is the ability to satisfy customers that marks the difference between the successful and the unsuccessful...

Building brand equity

Deciding to buy a certain product involves choosing between the many alternatives in the marketplace. Such decisions...

Competitive Advantage

Developing a competitive edge

Premium brands capture the public imagination when they stand out from the rest. Obvious examples are Earl...

The Freeserve solution

The Internet is a rapidly growing medium which enables people all over the world to share information,...

Customer Focus

Customers, process and people

Customer service describes the activity of identifying and satisfying customer needs and, over time, exceeding customer expectations....

Developing long-term customer relationships

In recent years, rapid advances in technology have led to the growing importance of information and communications...

Building sound customer relationships

Royal & SunAlliance is one of the world’s major insurers, with operations in around 50 countries it...

Applying the personal touch to financial services

The Co-operative Insurance Society (CIS) operates in one of the most dynamic and complex markets in the...

International Marketing

Poland a developing market

Why did Cadbury Schweppes choose Poland as its point of entry into the Central and Eastern European...

Market Research

Using market research to support decision making

Organisations that operate in the business-to-consumer (B2C) market are increasingly turning to market research to support their...

How market research supports the new product development process

Market research is the process by which businesses find out about customers' needs, wants and desires. It...

Providing a customer centric service

Zurich® is a major financial services group that was founded in 1872. Its headquarters are in Zurich, Switzerland....

How market research helps Portakabin to remain at the...

For over 45 years, Portakabin has been producing modular buildings that can be constructed quickly and simply. The business...

Marketing Planning

Reaching customers through direct selling

For the modern business organisation, developing goods or services is not enough. Goods must also be available...

Responding to an emerging market

'The industry as a whole is under-achieving.' This was the verdict of the Construction Task Force, led...

Developing a marketing plan

The NIVEA brand is one of the most recognised skin and beauty care brands in the world....

Social marketing in the new millennium

There is a growing consensus within society that companies should take a more active and structured approach...

Marketing Strategies

Creating a market

In 1950, Bernard Matthews bought 20 turkey eggs and an old incubator - a total investment of...

Sky and the digital revolution

Television is moving into a radical new era, heralding the most exciting televisual developments of your lifetime....

Partnership through sponsorship

Twenty years ago sponsorship of the arts developed as a way of funding tours, performances and exhibitions....

Increasing brand awareness through social media communications

Voted ‘Luxury Retailer of the Year’ in 2013, Harrods is a department store with a difference. Its...

Product Launch

Growing a brand through portfolio management

Each day, the average consumer makes many decisions and choices about products and brands. When doing so,...

Relaunching a product

Food manufacturing is becoming increasingly competitive. Consumers can now choose from a wide variety of products. Choice...

Building a photographic system around the user

In its simplest form marketing answers the question - What does the customer want to buy? A...

Creating a redical new pension

In order to enjoy a comfortable retirement, individuals need to take responsibility for their future. Creating a...

Product Life Cycle

Balancing the product portfolio to satisfy customer demand

JD is the UK’s leading retailer and distributor of fashionable sports and casual wear. JD has a...

An enterprising approach to a marketing re launch

Enterprising businesses must be able to re-invent themselves and their products. This is because consumer expectations change...

Long term maintenance of a classic brand name

Kit Kat was launched in 1937. Since then, it has consistently been one of the best selling...

Maintaining the competitiveness of a global brand

Founded in Ada, Michigan in 1959, Amway has become one of the largest 'Direct Selling' companies in...