U.K. guidelines on the introduction of new regulations require that politicians and civil servants should “think small first” when deciding whether and how to introduce new regulations that affect business. Similar guidelines are currently being adopted across the EU. This paper presents the...

There is no shortage of metrics an organization might use to measure marketing effectiveness. What’s lacking is solid advice on how to assemble and manage the best portfolio of metrics to populate a dashboard. This article offers guidance in three key areas: 1. Strategically reviewing existing...

What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm's brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing...

Companies are being pressed to be more transparent in their annual reporting and, at the same time, interest is moving from the formal accounts to the narrative sections, partly in response to the increasing importance of the intangible assets not on the balance sheet. The paper sets out the...