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Posted by: on February 20, 2017

Why did Kraft Heinz go after Unilever?

We heard recently, on Friday 17 February, that the American consumer packaged goods behemoth, Kraft Heinz, had offered to buy the Anglo-Dutch consumer goods powerhouse Unilever. As widely reported in the immediate days following, Unilever wasn’t interested in selling. They felt that the $143 billion offer was too low. But this is still a lot […]

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Posted by: on January 19, 2017

Here comes the Tweeter in Chief, President Trump

We now live in a world where the President of the United States is Donald J. Trump. President Trump, regardless of your views on him and his politics, is markedly different to his predecessors in so many ways. One of those ways is, of course, his ardent use of Twitter. Politicians around the world have adopted social […]

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Posted by: on January 9, 2017

Welcome to the Future of Marketing blog

Hello! Thanks for checking out this new blog from the Saïd Business School at Oxford, which is dedicated to the future of marketing. In this blog you’ll hear from me, Andrew Stephen. I’m a marketing professor at Oxford and will share my thoughts on various marketing-related topics. I’ll also occasionally talk about some of the cool stuff happing at […]

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Posted by: on November 30, 2016

Do marketers know their metrics, and does it even matter?  

Marketing is, in many respects, a numbers game. Many marketers live and die by their numbers – their metrics and KPIs – as they probably should. Indeed, it is generally accepted that good business practice involves keeping a close eye on indicators of performance, and this is certainly part of good marketing practice also. But what […]

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