Marketing Theory
New research by Rob Angell shows that adding physical versions to unique digital assets can reduce their value. This article explores the cross-format dilution effect and its implications for digital marketing strategy.
SME
How can small businesses embrace digital tools without big budgets? This article explores how SMEs can adopt tech creatively using entrepreneurial marketing logic—blending effectuation, bricolage, and lean testing to drive growth on their terms.
virtual influencers
AI-generated models like Lil Miquela and Shudu are redefining fashion marketing. Discover how brands like H&M are embracing digital twins, the benefits they offer, and the ethical questions they raise about authenticity and diversity.
Higher Education
There’s an old survival adage: “You don’t need to outrun the bear—just the person next to you.” Right now, that saying rings more true than ever. With funding crises looming, international student flows uncertain, and institutional costs rising, the metaphorical bear is real—and hungry. For universities,
As Trump returns to power and tariffs rise, core marketing models rooted in stability face new challenges. This article explores how political disruption is reshaping both marketing strategy and how the subject is taught in business schools worldwide.
Choosing the right digital marketing strategy is only half the battle. The next challenge is execution —how businesses communicate their message, engage customers, and allocate resources effectively.
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.
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
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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 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.
As eco-conscious travellers demand greater transparency, blockchain technology is emerging as a powerful tool to verify sustainability claims and prevent greenwashing in tourism.
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 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.
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.
