Strategy Toolkit module 1: How marketing works

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
  • The aim of this module of the Strategy Toolkit is to build strategic foundations – it encourages readers to think about the context in which strategy is developed, and the contribution marketing and communications can make to value creation.
  • The module also translates these ideas into some initial strategic building blocks....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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Bray Leino

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