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London School of Marketing - Whitepapers

The ‘Behind the Scenes’ Story of Hollywood & Bollywood Marketing

The ‘Behind the Scenes’ Story of Hollywood & Bollywood Marketing

All around the world, numerous film industries produce movies, sell tickets and nurture their own actors and actresses. However, two film industries, Hollywood and Bollywood, stand out from the crowd. We examine their marketing story, what their marketing strategies are, who their target audience is and most importantly what helps them stand out.

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The effectiveness of year-end seasonal retail promotions and sales in the UK

The effectiveness of year-end seasonal retail promotions and sales in the UK

Year-end promotions always create a buzz in the media. It is a topic of interest to retailers and consumers alike. In recent years, the United Kingdom (UK)’s retail market has adopted many U.S. traditions, such as Black Friday and Cyber Monday - and has experienced a lot of changes, both good and bad, as a result. This whitepaper sets out to explore just how effective these year-end retail promotions have been.

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Creativity in inbound marketing

Creativity in inbound marketing

Over recent years, inbound marketing has solidified its position as a leading marketing strategy; one that, if executed effectively, results in a significant increase in company performance. While marketing has always been known to be a part art, part science stream, we examine various marketing examples and case studies to understand how marketers have used their creativity to enhance or de-enhance the effectiveness of inbound marketing.

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The power of celebrity endorsements today

The power of celebrity endorsements today

Celebrity endorsement is a time-honoured strategy for drawing attention to a brand. Over the years, this practice has come a long way, with significant shifts in both the advertising and celebrity worlds opening up a range of new possibilities. Our latest whitepaper titled The Power of Celebrity Endorsement Today, explores the state of celebrity endorsement including its benefits and the risks involved when things go wrong.

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A content marketer's guide to analytics

A content marketer's guide to analytics

Our whitepaper, titled A Content Marketer's Guide to Analytics, explores the statistics available to promote informed decision making with respect to content marketing, which in turn maximises company resources. It also reveals reasons why many marketers are still failing to access and use these statistics. In order to make effective marketing decisions, a study of meaningful marketing metrics is required. Of value to content marketers at all levels, this whitepaper evaluates different marketing metrics to find out which are worth measuring, and which lead marketers astray.

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Facebook marketing throughout the years

Facebook marketing throughout the years

Marketers have been using Facebook advertising for over a decade, and its continuing popularity with consumers makes leaving the social media site seem unwise. However, according to our latest whitepaper titled Facebook Marketing through the Years, marketers’ problems with the platform have continued to grow. While Facebook remains a strong way to build brand presence, when it comes to reaching new audiences or attracting new customers, marketers are now finding that their advertising budget is better spent elsewhere.

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Why students choose to study at privately funded higher education institutions in the UK

Why students choose to study at privately funded higher education institutions in the UK

In the first of several whitepapers on a recent, extensive study into private education providers, Why Students Choose to Study at Privately Funded Higher Educational Institutions in the UK. explains exactly what the study sought to discover. Funded by London School of Marketing, the study by Dr Kawshalva and Dr Hood set out to establish a greater understanding of why students choose to study at privately funded higher educational institutions in the UK, and whether their expectations are being met, based on five key factors.

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How to deliver a successful content marketing plan

How to deliver a successful content marketing plan

Today, content marketing is more popular than ever. And with good reason: it is cheaper than traditional marketing methods and, if done right, can be far more effective. While content marketing doesn’t interrupt customers, it does enable a company to share information that can help them. Over time, this builds trust and a sense of value. To be successful, however, a content marketing strategy requires time, commitment and financial resources. Though it may not deliver immediate results, if practised according to the steps explained in our whitepaper, How to Deliver a Successful Content Marketing Plan, the return on investment can be immense.

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Charting the career path of aspiring marketers

Charting the career path of aspiring marketers

A career plan is an important tool in achieving your professional goals by breaking them down into manageable steps over a realistic timescale. The question "where do you see yourself in five years time?" may be a daunting one, but this whitepaper, titled Charting the Career Path of Aspiring Marketers, explains why it is important to research and plan out your career progression early on. In it, we present a 10-year career plan to guide aspiring marketers, step-by-step, through the qualifications, experience, responsibilities and benefits you should expect to attain at each level, as you work towards achieving your ultimate career ambition.

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Email marketing throughout the customer lifecycle

Email marketing throughout the customer lifecycle

Email marketing has been around since 1978, and may seem like an old timer when compared with more modern advances in digital communications. However, it has retained its popularity amongst both marketers and consumers, and can have a surprisingly powerful effect on company-customer engagement. Email Marketing throughout the Customer Lifecycle looks at how contemporary techniques, such as lifecycle marketing, can use email to build and retain strong customer relationships.

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