Through training, teaching and research the Marketing Discipline Group promotes excellence in marketing. We help organisations build market efficiency, improve sales and enhance marketing management decision making.
Three of the biggest shocks in the history of corporate sponsorship have occurred in the past five years, involving sports stars Tiger Woods, Lance Armstrong and Oscar Pistorius. What should a sponsor should do – if anything – when the positive glow from celebrity fades.
In the endless drive to get people’s attention, advertising is going ‘native’, creeping in to places formerly reserved for editorial content. In this Native Advertising series we find out what it looks like, if readers can tell the difference, and more importantly, whether they care.
Investment in marketing may not have a quarter-to-quarter impact on sales revenue but companies that neglect it do so at their peril says Dr Marc Fischer, who has developed a new tool to optimise marketing budgets.