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Marketing

Articles, reports and other resources that enable accountants in business to make a real difference to their organisations by providing them with practical information on the latest thinking in marketing.

App happy

Having an app for your company is often considered a must in business, but do you really need one and how do you get what's right for you?

The new marketing game

With traditional advertising hitting a brick wall these days, Alan Mitchell explains how your marketing spend can be best directed in a world where consumers seek out the information they can trust

Winning ways

Marketers invest significant resources in trying to “engage” customers. But for the bombarded, jaded consumer often the best engagement is no engagement. Could helping customers make better decisions be the surprising new way to win their loyalty?

Predicting the unpredictable

Understanding the way consumers make decisions is big business. Alan Mitchell examines the art of analysing the irrational.

Finding competitive intelligence

Good competitive intelligence can be a key factor in your business’s future profitability, but what is the best way to go about gathering it? Below, Arthur Weiss offers advice on how and where to search.

Big data or big risk?

‘Big data’ is the tracking and use of personal information via the web. Alan Mitchell discusses the merits and privacy issues associated with this emerging phenomenon.

Is social media peaking?

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Alan Mitchell analyses the true value of social media to marketing and brand strategy, providing tips on how to keep exploiting this ever-evolving resource.

A personal data revolution

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Recent initiatives by the UK government and other international organisations hold the promise of a major change in the way consumer information is handled by businesses, as Alan Mitchell reports.

Facing up to facts

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Failure to deliver what customers want can often be the result of deeper organisational problems.

How consumers make choices

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Behavioural economics and neuroscience are challenging some long held beliefs in marketing. Consumers are responding – but how should companies behave in this new environment? Alan Mitchell reports.

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