Use it, don't lose it

Zid, Linda Abu-Shalback
September 2004
Marketing Management;Sep/Oct2004, Vol. 13 Issue 5, p4
This article reports on a study by online publication Reveries.com which found that a full 93 percent of U.S. marketers think most brands do not fully maximize their external or internal assets. The online publication surveyed 272 brand marketers and determined that, regarding external assets, 29 percent think retailer partnerships are not fully utilized and 20 percent think the same about event sponsorships. An additional 20 percent feel that way about media partnerships, and 14 percent feel that entertainment partnerships are suboptimized. Marketers cite internal assets that are not fully maximized as including employees, customer databases, sales forces and Web sites.


Related Articles

  • Cheap Tricks. Mehra, Sabrina // Sound & Video Contractor;Feb2004, Vol. 22 Issue 2, p36 

    Presents information on marketing strategies for systems integrators. Focus of guerrilla marketing; Role of the media in marketing efforts; Development of brand identities; Benefits of a cross-promotional relationship. INSETS: More Cheap Tricks;Stop the Presses;Get Involved.

  • Broadening definitions. Mitchell, Alan // Brand Strategy;Dec2002, Issue 166, p40 

    Presents viewpoints about marketing techniques in broadening the definition of media in the changing world of brands. Integration of media structures on media channels; Plans to measure direct marketing through response rates; Competition on spending against traditional advertising.

  • Case for an older audience. Clegg, Alicia // Marketing Week;6/7/2007, Vol. 30 Issue 23, p29 

    The article looks into the case of adult audience that outnumbers the young consumers. Young people are more flexible in their thinking compared to elders. Director Jonathan Fletcher at market research consultancy Illuminas encourages the value of working with young people is good for brands...

  • Schutzengel stiftet Vertrauen.  // Die Bank;nov2012, Issue 11, p60 

    The article presents results from the study "Markenbarometer Assekuranz" (Brand Scoreboard Insurance) by the market research and consulting institute YouGov.

  • Clients have right to expect researchers to predict the future.  // Marketing (00253650);1/10/2002, p17 

    Comments on the right of client to ask the researcher for the future of market or brands in Great Britain.

  • From brand positioning to ad positioning: Using 'mental referencing' to capture meaningful mind-space for communications. AZIZ, IMRAN // Journal of Brand Strategy;Winter2013/2014, Vol. 2 Issue 4, p336 

    Positioning is all about creating impressions of a brand in the mind of the consumer - the same ends that advertising seeks to achieve. Until now, the applications of positioning theory have largely been limited to crafting brand strategies. This is because there is no formal model that can...

  • Beat the brand squeeze. Lincoln, Keith // Brand Strategy;Jun2006, Issue 203, p30 

    The article discusses how brands can stay afloat under the attack from retailers, consumer attitude and the changing role of the media. Consumers have changed into shoppers, they are no longer the easily controllable customers who used to passively listens to mass communication. It is important...

  • Content marketing: Gearing up towards content success. Smith, Nicola // Marketing Week (Online Edition);3/20/2013, p18 

    The article predicts the growth of content marketing, according to market research firm Mintel. It shows that it is not only the quality that will drive growth, but getting the right people using it is just as important. The need to use of both paid and earned media to complement each other and...

  • Digital's biggest business brains. Benjamin, Kim // Revolution (14605953);Feb2009, p44 

    The article presents the views of several professionals in the digital media industry on how brands should adapt their marketing strategies with the changes in consumer behaviour and economic crisis. Jaimes Leggett of Grand Union says that in terms of seamless integration, marketers need to...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics