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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.

Special report - Corporate image

Developing and enhancing your branding as a business can greatly enhance your market presence, especially on-line. This report covers the most important aspects of bear in mind when developing a brand strategy.

Is social media peaking?

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Despite the continuing need to protect your corporate reputation in regard to social networking sites, is social media waning in terms of the marketing and brand value opportunities on offer? 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.

Marketing's best kept secret

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Alan Mitchell looks at some little known laws of marketing that govern consumer trends, whether marketers like it or not.

A social revolution

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Social media play a growing role in many people’s lives. Alan Mitchell examines the impact on consumers and how marketers should respond.

Are you defining your market correctly?

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Companies are increasingly selling services as opposed to focusing just on a product or customer need. Here, Alan Mitchell assesses the impact of ‘customer-centric’ thinking and looks at some new ideas.

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.

When the information tide turns

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The information we share is invaluable to suppliers, and the way in which this data is collected could be further developed. Alan Mitchell explains the importance of volunteered personal information.

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