RESEARCH LIBRARY

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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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White Paper: Social E's « White Paper « Industry Resources « Downloads

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Version2010
Date postedNovember 30, -0001
Downloaded38 times
CategoriesWhite Paper

Description

To be successful at marketing you need to be a little bit of a control freak. Marketing, by its very nature, is a relatively subjective discipline in which we are required to be confident, strong in our convictions, and provide laser-like focus to make our vision a reality. It is no surprise, then, that relinquishing some control of a brandås identity ¥ whether it is taking the plunge into social media or subordinating a brandås identity to a retailerås brand in the name of partnership ¥ is causing more than a little angst for marketing professionals.

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