The Marketing Bureau

By Brian H Meredith
From the NZBusiness Magazine "Marketing Maestro" Archive.
First published April 2006

“Every year there’s a game of soccer between our marketing department and support staff. And every year, the support staff win. Or so they thought – until the spin doctors took over and this was the outcome....." Read more >>

Why Marketing to Multicultural Consumers Requires a Subtle Touch

First published on www.knowledge.wharton.upenn.edu
In an era of globalization and fluid national borders, advertising that appeals to cultural and ethnic identity has become a vital part of the corporate marketing arsenal. But new research co-developed by Wharton shows how ethnic-oriented marketing can backfire and even turn multicultural consumers against a product or service, as three marketing professors explain in a paper titled, "Bicultural Identity and the Dark Side of Targeting." Read more >>

 
It can be more trouble and expense than it's worth, and it can even do more harm than good. In what seems like the blink of an eye, the social media world has exploded into one of the most popular and accessible vehicles for brand visibility today. But is it the marketing silver bullet? Is it even the right thing for your business to be committing valuable resource to? Keith Kochberg counsels caution.

First published on www.forbes.com Read more >>

Here at The Marketing Bureau we acknowledge and understand that SMEs (small to medium-sized enterprises) cannot “do” conventional marketing because of the limitations of resources which are inherent to all SMEs and also because SME owner/managers behave and think differently from conventional marketing decision-making practices in large companies. Read more >>