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Full-Text Articles in Marketing
Growing In Asia: P&G Turns To Market Research, Knowledge@Smu
Growing In Asia: P&G Turns To Market Research, Knowledge@Smu
Knowledge@SMU
There are many ways to grow a business in a competitive market. For Procter & Gamble, the parent company of renowned brands such as Gillette, Olay and Pampers, strategic innovation through market research is crucial. To succeed in Asia, however, the company will have to get creative, says Medhee Jarumaneeroj, P&G Asia's male grooming marketing and external relations lead at a SMU Centre of Marketing Excellence lecture.
Global Brand Alignment: Finding And Guarding 'The Force', Knowledge@Smu
Global Brand Alignment: Finding And Guarding 'The Force', Knowledge@Smu
Knowledge@SMU
Branding, done right, can bolster the bottom-line and even turn a floundering company's fortunes around. Running a good brand campaign can, however, be tricky - especially when it involves connecting with audiences all around the world. Sharing their experiences with localising world renowned names, industry practitioners at the Brand Finance Singapore Forum 2011 treaded the tight rope between strong brand guardianship and adaptability.
Beyond Price Tags And Promotions: Investing In Marketing Values, Knowledge@Smu
Beyond Price Tags And Promotions: Investing In Marketing Values, Knowledge@Smu
Knowledge@SMU
Customers today look not only at the product, but also at value - not just economic value, but also, the social, environmental and ethical merits behind every purchase. For companies, particularly small to medium sized enterprises, simply hawking products will not cut it anymore, says marketing expert Gaurav Bhalla. Speaking at a Singapore Management University graduation ceremony, Bhalla shares his thoughts on the role of 'marketing' in attracting and retaining today's sophisticated consumers.
Singapore’S Brand “Keloid”: Going Beyond Canes And Chewing Gums, Knowledge@Smu
Singapore’S Brand “Keloid”: Going Beyond Canes And Chewing Gums, Knowledge@Smu
Knowledge@SMU
With a tip of the hat to names like Michael Fay, Oliver Fricker and Wrigley's, Singapore’s international brand image, as viewed through Western lenses, may be that of a harsh nanny state. But of course, recent megaprojects and events are starting to change perceptions. Yet, even with new coats of polish on an enhanced cosmopolitan brand, blemishes from the past remain – scars that are better left unpicked, says author Koh Buck Song at a Singapore Management University talk.
Turning Market Research's Focus Away From The Shovel And To The Hole, Knowledge@Smu
Turning Market Research's Focus Away From The Shovel And To The Hole, Knowledge@Smu
Knowledge@SMU
Business decisions should be guided by reliable data and research. Enter the market researcher – a professional who is perhaps better known for churning out lengthy reports with lots of tables and charts, than for advising senior executives on strategy. This stereotype frustrates Mike Sherman, an independent consultant in the market research industry, especially because he knows it to be mostly true. Speaking at SMU's Centre for Marketing Excellence, he noted that many market researchers often mistake 'statistical significance' for 'business significance'.