MARKETING

Title	Author	Date
Muslim Futurism and Islamic Branding Speech by Miles Young at the Inaugural Oxford Global Islamic Branding and Marketing Forum.	Miles Young	2010
Neuroscience: A New Perspective The merits of neuroscience-based techniques continue to spark debate. New papers and articles persist in asserting that scientists' increased understanding of the brain will change marketing and the way we measure its results.	Millward Brown	2010
From Greenwash to Great Greenwash, it seems, has reached epidemic proportions.	OgilvyEarth	2010
Are You In Control Enough To Let Go? Seven new approaches that will help enhance the presence of brands, increase the level of Active Engagement with customers and generate more effective results.	MEC	2010
The Future of Marketing The Future of Marketing is a collection of commentaries from 50 CEOs of some of the world's most successful businesses - who were asked to answer one simple question: 'What role do you see marketing playing in the future success of your company?'	The Marketing Society	2010
Think French French marketing is very different to American marketing – but it is often more effective. In the cut-throat world of the 21st Century, every marketer needs to understand it.	Simon Silvester	2009
The Small Movement JWT look at The Small Movement, the new frontier of product development and beyond	JWT	2009
Math Marketing This paper provides a practical view of the Math Marketing landscape today.	Dimitri Maex	2009
Should My Advertising Stimulate An Emotional Response? The generation of emotion is crucial for successful marketing. Many brands benefit from an association with positive emotions. However, the most successful brands tend to have a balanced set of associations and rational strengths should not be ignored.	Millward Brown	2009
What Is A Real Recession Response? The kneejerk response from marketers during the downturn is to focus on price and offer a better deal; yet the best response would be to examine the emotional and psychological needs of consumers, and how their customers value the products and services they deliver.	Roz Calder	2009
Why The Rural Market Is Different First in a series of articles on rural markets by Ratan Malli, strategic planning director, Northeast Asia, JWT.	Ratan Malli	2009
Join 'em, Fight 'em, Or Move Away From 'em Low-cost, 'value-plus' brands could be the toughest competiton your brand has to face. Here are three strategies for taking them on.	Martin Bishop	2008
Game Change - A New Agenda For Partnerships Brands face unparalleled change in consumer and media behavior. Brand-owners are increasingly turning to explore the relatively untapped potential of partnerships.	mec:access	2009
Marketing Is Dead; Long Live Marketing The era of the beat-the-consumer-into-submission marketing approach is over. Companies are better served by focusing on innovation, customer experience, and a focused value proposition.	Martin Bishop	2009
What The Recession Means For The Chief Marketing Officer The downturn may have enhanced the status of top marketers and will certainly lead to an increased emphasis on accountability.	John Quelch	2009
Understanding The Islamic Consumer Findings from a 10-country study shed some light on the vast market of 1.4 billion Muslims worldwide - a segment that has received scant attention until now.	Monita Vohra, Gagan Bhalla & Aurobindo Chowdhury	2009
Bring Back Those Big Ideas As recession looms, the pressure for marketers and their agencies to pursue short-term targets becomes all the more intense. Jon Steel argues thta it's time to set more ambitious targets.	Jon Steel	2008
A Modest Proposal "As the world wakes up to the perils of excess consumption, is the marketing discipline condemned to be principal villain?" That was the question tackled by Atticus essayists around the world last year. Read Rachel Carpenter's ingenious response.	Rachel Carpenter	2008
DigiMarketing: The Essential Guide to New Media & Digital Marketing DigiMarketing provides readers with a comprehensive overview of the major digital channels being used. This includes explanations of the key trends in mobile marketing, blogging, games, digital media, digital point-of-sale, Web 2.0, and consumer created content.	Kent Wertime, Ian Fenwick	2008
For The Greater Good In Greater Good, the authors contend that marketing performs an essential societal function - and does so democratically. They maintain that people would benefit if the realms of politics and marketing were informed by one another's best principles and practices.	John Quelch, Katherine Jocz	2008
Getting Serious About 360 The promise of 360 communications is significant but elusive. While the economic power of a great brand idea projected through a coherent voice across channels seems to be beyond debate, much work remains if the promise of 360 communications is to be brought to fruition. It is vital that marketers grasp this nettle now before the pace of change turns the task into one of gargantuan proportions.	Sue Elms	2008
Marketing Effectiveness: Beyond the Short Term 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.	Gordon Wyner	2008
Marketing Effectiveness: It's More Than Just ROI Linking marketing to financial performance is not now - nor has it ever really been - solely about return on investment (ROI).	Gordon Wyner	2008
Mobile Marketing Essentials Develop great marketing campaign strategies, build brand value and create strong customer relationships on the world’s most personal communication device.	Matthieu Vermeulen, Paul Amsellem	2008
Search Engine Marketing In this book, two world-class experts present today’s best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are.	Bill Hunt & Mike Moran	2008
Marketing's Greatest Challenge Does a sustainable agenda which decrees we must consume less to save the planet spell the end of marketing? On the contrary, says Jeremy Bullmore - together we have a key role to play in inspiring and inventing the solutions	Jeremy Bullmore	2007
Apples, Insights & Mad Inventors A collection of timeless, thought-provoking observations on a range of marketing issues from one of the industry's best-known names Jeremy Bullmore.	Jeremy Bullmore	2006
Patterns In The Surf In an era of media fragmentation, the need for mixed media planning is paramount. But internet audience behaviour has hitherto been measured separately from other media, if at all. Peter Callius, Anders Lithner and Stefan Svanfeldt outline a solution from Sweden.	Peter Callius, Anders Lithner, Stefan Svanfeldt	2006
Sponsors' Path to Enlightenment Sponsorship is frequently misused, the money spent on it wasted. Raymond Bednar outlines the progressive stages through which companies can create a rigorous and structured sponsorship program.	Raymond Bednar	2006
Marketing is the Price Paid by Consumers for being More Important than Producers Eleanor McDonald aregues that the consumer undoubtedly holds the power in our marketplace but after a while, the proliferation of choice can indeed become a burden.	Eleanor McDonald	2005