Analytic Hierarchy Process (AHP)
Marketing today is more complex than ever. Businesses must navigate an overwhelming number of digital channels, from search engine optimisation (SEO) and pay-per-click (PPC) advertising to influencer marketing and email campaigns.
Analytic Hierarchy Process (AHP)
Marketing strategy has long been shaped by a mix of intuition, experience, and market trends. While gut feeling can sometimes lead to strong results, businesses increasingly require structured decision-making to stay competitive.
Higher Education
Global higher education stands at a critical juncture. Shifting geopolitical realities, funding challenges, and increasing competition for global talent are reshaping the landscape in which universities operate.
sustainable marketing
Introduction: The Rise of Virtual Tourism in an Era of Sustainability The tourism industry has long been at the crossroads of economic opportunity and environmental responsibility. With global travel contributing significantly to carbon emissions, the sector faces mounting pressure to adopt more sustainable practices. In response, digital transformation is presenting
sustainable marketing
The Rise of Gamification in Tourism Tourism has always been about experiences, but the rapid acceleration of digital technology is changing the way consumers interact with destinations, brands, and loyalty programmes. Gamification—the application of game-like mechanics to non-game environments—is emerging as a powerful tool to engage travellers, influence
sustainable marketing
Sustainable tourism has transitioned from a niche trend to a central pillar of the modern travel industry. As concerns over climate change, environmental degradation, and cultural preservation grow, travellers are becoming increasingly discerning about their choices.
sustainable marketing
As eco-conscious travellers demand greater transparency, blockchain technology is emerging as a powerful tool to verify sustainability claims and prevent greenwashing in tourism.
sustainable marketing
As digital transformation reshapes industries, the tourism sector is undergoing a fundamental shift. Sustainable tourism is no longer just about adopting eco-friendly practices; it is about leveraging cutting-edge technology to monitor, personalise, and optimise sustainability efforts.
sustainable marketing
Sustainable tourism is at an inflection point. Consumer demand for eco-friendly travel has never been higher, but so has skepticism. With sustainability claims under intense scrutiny, businesses that rely on surface-level green marketing risk losing credibility.
keeping my elbows in...
Writing a dissertation is a journey that requires not only in-depth research but also a clear, logical structure that ties all sections together. One of the biggest challenges students face is ensuring their dissertation reads cohesively, with every part connected to the research question and objectives. In this article, we
This shift from traditional to digital marketing can be seen across industries. One of the most illustrative examples is Coca-Cola, a global brand that has successfully navigated this transformation.
Data analysis can often be daunting, particularly when trying to determine the most appropriate statistical test for your unique set of data.
Social proof has emerged as a luminous beacon, illuminating the path to consumer hearts and wallets. Its significance lies not merely in its existence, but in its profound impact on the human psyche.
Greenwashing, the deceptive marketing practice of misleading consumers about a company's environmental practices, is gaining attention and causing concern. Recent reports highlight the impact of greenwashing on investor confidence and credibility in an environmentally conscious market.
How much would you typically spend on a 100ml of (men's) fragrance? £30? £50? £100? North of this? In the world of fragrances, two pricing structures dominate - designer and niche. Designer brands incorporate those usual suspects: Davidoff, Chanel, CK, etc, whereas niche brands are (meant to be)
In Fortnum and Mason, two identical apple baskets with different prices spark curiosity. This reveals that customers pay more for experience, brand loyalty, and status symbols. Yet, it raises questions about whether the ‘stuff’ we buy truly brings us happiness.
Do you remember the Mighty Morphin Power Rangers? Kids across the world would tune in to each episode. Why? Probably not the unrealistic and convoluted storylines. A simpler answer is in the name: Power! Power shows up as a magnetic force (and even an aphrodisiac) in a number of settings.
From government policies to funding constraints, Brexit uncertainties to global competition, this blog article and podcast examine how British institutions balance academia with their roles as tourism operators and hospitality engines.
You might have been living under a rock if the term shrinkflation is a new one to you. Just for absolute clarity, the term is the reverse of inflation and is concerned specifically with products as they appear to get smaller and smaller without any material change in price. You
Ok, ok - this post isn't actually relating to virology, but I will start off with a story that triggered me to write it in the first place. Last week, I was in Dubai at an event, talking to local business owners. A gentleman approached me with his
Most marketers are conditioned to measure their performance. By that I mean that most marketers know that they need to demonstrate they've used their budget wisely against some predetermined target or benchmark. Think about when you were younger (although perhaps this still happens you lucky thing!) and you
