Marketing Magazine

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Interview: Mark Kramer on the past, present and future of shared value

Mark Kramer, co-founder and managing director of FSG, speaks with Marketing about the evolution of shared value and the growing case for its potential to...

BY Ben Ice

22 April 2016 9 min read

How a design thinking experiment created Telstra Air

Sponsored content: This interview was commissioned by IQPC and produced by Marketing. IQPC’s conference, Design Thinking 2016 takes place on 27-29 June in...

BY Marketing

20 April 2016 5 min read

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A start-up view of first mover (dis)advantage

Graham Plant writes that while business would be pretty boring without first movers, the advantage gained is rarely as clear-cut as it seems. When the theme...

BY Graham Plant

13 April 2016 6 min read

FEATURE shares

First in, best dressed? The dubious nature of first-mover advantage

Few business maxims are as widely known as first-mover advantage, despite patchy evidence of its merits. Rob Grant examines when marketers should bravely...

BY Rob Grant

4 April 2016 10 min read

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Retail outlook: big retailers feel the pressure of new challengers

Dominant retail giants Wesfarmers – owner of Coles supermarkets – and Woolworths hold a 70% of market share of Australia’s fresh food grocery market, but...

BY Marketing

17 March 2016 3 min read

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How human-centric design thinking can power creative problem-solving

Theo Forbath and Kipp Lynch outline the importance of design thinking when implementing products and services in relation to customer experience and...

BY Marketing

7 March 2016 5 min read

The five elements that make retail promotions successful

Dino Bruni walks us through the five elements successful retail promotions. To understand the fundamental elements of retail advertising you need to accept...

BY Marketing

4 March 2016 6 min read

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Is Bunnings sharp enough for the UK market?

Greg Cullen looks at lessons Bunnings should learn from Masters’ failure in Australia as it prepares to enter the highly competitive UK home...

BY Marketing

2 March 2016 5 min read

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The End Of Average: five key components of great marketing

Peter Zafiris writes of the five key components that contribute to great marketing and lead to lasting and ground-breaking change. About four and a...

BY Peter Zafiris

1 March 2016 5 min read

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Pitney Bowes: how the mail pioneer is transforming its brand at the intersection of digital and physical commerce

Pitney Bowes has launched a new brand identity and communications platform as it evolves into a sophisticated tech vendor. Bill Borrelle, senior...

BY Peter Roper

26 February 2016 8 min read

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Daniele Fiandaca: commercialising innovation and almost inventing Tinder

In this edition of Innovation Inside, Samuel Tait interviews Mutant’s Daniele Fiandaca on defining innovation and its roles within culture, execution,...

BY Samuel Tait

19 February 2016 10 min read

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B2B pitfalls – three things to avoid in 2016

Michael Haynes warns against common pitfalls B2B organisations risk falling into when focussing on standard customer experience ‘commandments’....

BY Michael Haynes

18 February 2016 3 min read

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The PR pollution clouding climate change discussion

Marketing speaks with Dee Madigan about the ever-changing battlefield of climate change discussion and why business is part of the solution. At...

BY Peter Roper

15 February 2016 5 min read

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Alpecin CEO: the road to becoming a global brand is best travelled by bicycle

Specialist men’s hair product brand Alpecin has been family-run for over 100 years. Marketing spoke with CEO Eduard Doerrenberg while he was in Australia...

BY Peter Roper

5 February 2016 7 min read

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Connecting customer and culture with the power of purpose

With convenience and functionality expected to decrease as a purchasing priority, a holistic appreciation of brand purpose is needed, writes Alex Allwood in...

BY Alex Allwood

1 February 2016 4 min read

$Micro moments – the fractured consumer journey$

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Micro moments – the fractured consumer journey

Smart mobile technology has meant brands have more opportunities, but less time than ever to engage with consumers. Joel Beath outlines how best to maximise...

BY Marketing

25 January 2016 3 min read

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Is your CX house in order?

As online consumers lean towards ad-free subscription services, and ad-blocking grows year on year, Jonathan Hopkins explores other ways marketers can...

BY Jonathan Hopkins

21 January 2016 2 min read

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Winning over the ‘silent traveller’ in the face of disruption

Few industries have been hit harder by disruption than hospitality and travel. Kevin Ross outlines the ways travel industry businesses can set their brand...

BY Marketing

20 January 2016 4 min read

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How collaboration and culture underpin innovation, insight at Pernod Ricard Winemakers

Pernod Ricard Winemakers places immense focus on innovation as core of its strategy when developing wines for different markets and tastes worldwide. Samuel...

BY Samuel Tait

18 January 2016 8 min read