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Management strategy in marketing

Including articles on management strategy from overseas expansion to budgeting, from brand positioning to reputation, as well as account handling, leadership and teamwork, career development and marketing managers’ diaries

  • Kristy McCready Kristy McCready, Molson CoorsBrewer Molson Coors has created a new beer called Animée to target an untapped female market worth £160m. TM quizzes communications partner Kristy McCready about whether it will hit the right taste notes or fall flat
  • Travel: will it still fly?The global travel sector has been buffeted by a storm 
of negative influences ranging from disease and natural disasters to high oil prices and political upheaval. With holidays being viewed once again as a luxury, can marketing help the travel industry regain its wings?
  • Rupert Englander, NokiaRupert Englander is helping Nokia to regain ground in the smartphone race by focusing on apps
  • My day: Rob AttrydeMarketing communications manager at printer firm Kyocera Mita
  • My day: Pio SzyjanowiczHead of marketing at global technology group Cosworth
  • Craig Inglis, John LewisWholesome British retailer John Lewis has defied economic gloom to remain the nation's favourite department store. Marketing director Craig Inglis explains why nice guys don't always finish last
  • Robert Price, AtosGlobal IT outsourcing firm Atos has announced plans to make its internal communications e-mail free by the end of 2013, as part of a policy to enhance its reputation, drive recruitment and streamline interactions. Managing partner Robert Price has the tough job of marketing this policy to employees
  • House of cardsInternal marketing is a tricky game to master and carefully constructed plans can quickly tumble. Kate Hilpern explains how marketers can ensure they play a winning hand
  • United we standMarketing and sales need to bury the hatchet. In David Thorp's full version of this abridged paper, 'Marketing and sales fusion', CIM seeks to begin a dialogue with marketers and sales professionals by setting out a case for aligning the marketing and sales functions more closely
  • Kay Boycott, ShelterThe spectre of homelessness looms large this year; Kay Boycott will be working to ensure that Shelter's messages of awareness, help and advice hit home
  • My day: Gemma FirthMarketing and business development manager at Matthews the Printers
  • Role PaysTo innovate most effectively organisations should shift from a stage based process to assigning key roles to individuals... by Philip Kotler and Fernado Trías de Bes
  • Big Society brandsCould brands be the new heroes of the Big Society, helping to bridge the funding gap while demonstrating their core values?
  • My day: Steven RobsonMarketing manager and marketing specialist business advisor, South Durham Enterprise Agency
  • Twitter terrorismWhat's the number one risk factor for your business? A supply bottleneck? A manufacturing fault? Cashflow? Most business risks are manageable, but now there's one that can rage out of control in seconds - social media
  • Gail Hanlon, IntelGail Hanlon of Intel hopes to trounce rivals and silence doubters by seizing a chunk of the mobile market and tapping global youth culture
  • Target ChinaThese days it's surely not a letter from America but a tweet from China that tells the world's marketers what they need to know - except that the Chinese don't use Twitter
  • Martin Moll, Honda UKHonda's Martin Moll is determined to steer the Japanese brand ahead of the competition and away from the motor industry's troubles
  • My day: Jocelyn BullMarketing director, Steak digital marketing agency
  • My day: Jack HornerCreative director, Frukt
  • Brands of the centuryHas your brand got what it takes to survive a century without being merged with a competitor or losing the battle for market share? We look back at the great survivors of the century to date, to celebrate 100 years of marketing with CIM
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More management articles coming soon...