Marketing

Global or local?

Redefining an apparent problem as a dilemma can help unlock new ways to grow a brand  If you’ve…

The power of a theory

Marketing needs a theory of human behavior – and behavioral economics is that theory As a marketing, brand…

Back to consumer basics

Senior executives often end up distanced from their target market customers. Consumer insights can help bridge the empathy…

Transforming marketing

Recession fears have faded but with modest growth forecast for the US economy in the year ahead, can…

The drive for value

A host of economic concerns are shaking marketers’ confidence, according to the latest research. How are they navigating…

The future is phygital

Retail brands need to offer customers an integrated experience across physical and digital channels. Social media shopping, AI…

Working with influence

Increase your impact with these nine science-based principles of persuasion. What do you think influence means? In most…

Customization for all

Markets are a fiction that can obscure consumers’ real needs. Businesses need to engage with their customers’ inherent…

All eyes on outcomes

Selling on the basis of product features may have worked in the analogue economy, but in the digital…

A new relationship

Transforming your business’s customer relationships starts with understanding their experiences. In theory, digital technologies make it possible for…

Eastern promise

The world’s fastest-growing economy is rich with opportunities – but how can foreign brands compete? China is unique…

Marketing’s good crisis

The pandemic highlighted the key role marketing departments play for their businesses. And that’s reflected in the numbers….

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