MARKETING

Editor's Picks
Beyond price What is a real recession response? Roz Calder, 2009
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. What consumers are looking for can be characterized by a series of archetypes – and successful marketers will be those who understand where they fit in to the picture.
Islamic insightsUnderstanding the Islamic consumerMonita Vohra, Gagan Bhalla and Aurobindo Chowdhury, 2009
Of the world’s untapped consumer markets, the Muslim world, with its 1.4bn people making up a fifth of the global population, has to be one of the most significant. This research project conducted jointly by JWT and AMRB across 10 countries, goes a long way towards finding out what Muslim consumers want. Marketers should avoid stereotypes and treating this enormous group as if they are all the same, the study argues. Like all consumers, Muslims can be segmented according to their values and attitudes –so it’s as well to know if your target is a New Age Muslim or a Religious Conservative.

Also in MarketingSee all
Why the rural market is differentJWT, 2009First in a series of articles on rural markets by Ratan Malli, strategic planning director, Northeast Asia, JWT.
Join 'em, fight 'em, or move away from 'em: three approaches to beating low-price competitors at their own gameLandor, 2008Low-cost, 'value-plus' brands could be the toughest competiton your brand has to face. Here are three strategies for taking them on.
Polishing apples to Posh Spice (assorted essays)Jeremy Bullmore, 1997-2009Jeremy Bullmore’s essays for the WPP Annual Report have become an eagerly-awaited and much-referenced source of insight into the practice of marketing.
Marketing Is Dead; Long Live MarketingMartin Bishop, 2009The 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.
A Modest ProposalRachel Carpenter, 2008"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.
DigiMarketing: The Essential Guide To New Media & Digital MarketingKent Wertime & Ian Fenwick, 2008DigiMarketing 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.
Getting Serious About 360 CommunicationsSue Elms, 2008Sue Elms of Millward Brown examines the significant but elusive promise of 360 communications.