Pharma & healthcare

The Evolution of Marketing

Research Paper • Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999

This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
Four steps to e-commerce readiness: crawl, walk, run, fly

Article • Anna Hamill, WARC Exclusive, December 2018

When it comes to e-commerce readiness, most companies fall into one of four distinct stages: crawl, walk, run or fly.
What we know about pricing strategies

Article • WARC Best Practice, September 2020

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.
Forecasting advertising and media effects on sales: Econometrics and alternatives

Article • John Dawes, Rachel Kennedy, Kesten Green, and Byron Sharp, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 611-620

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.
What we know about private label brands

Article • WARC Best Practice, May 2020

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.
Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception

Research Paper • Felix Zoellner and Tobias Schaefers, Journal of Advertising Research, Vol. 55, No. 3, 2015, pp. 270-283

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.