‘Undergraduate degree fails to equip students with the necessary skills to connect businesses with their market. This is unacceptable. — The phrase ‘that might work in practice, but does it work in theory?’ is invariably attributed to economists trying to make their latest data-free theory sound credible. Unfortunately, the theoretical aspect is also what holds precedence in marketing degrees in many of our universities.

Yes, the people who don’t work for your brand! Let me explain…. Bill Joy, one of the founders of Sun Microsystems framed the principle that “no matter who you are, most of the smartest people work for someone else”. As a result, this principle was called Joy’s Law. For any marketer, this should come as no surprise: most of…

What is data-driven marketing? Good question. To understand why it is important, try asking instead: what is marketing without data? Let’s look at this another way. Which do you prefer: carrying out your marketing activities based on gut instinct, or making decisions based on data rather than intuition or opinion? …

Conferences and events are the places today to catch up on cutting-edge insights, learn from experts and stay up-to-date, regardless of your trade. But, before you head out the door, or sign-up for an event, you must do a bit of work in advance. The first set of work before…

Today, Tuesday 5th February 2019, is Chinese New Year, called the ‘Spring Festival’ in China, when everyone travels to their provinces to celebrate the most important holiday in the calendar. Tradition sees Chinese families get together for dinner on New Year’s Eve, with children given red envelopes called hóngbāo containing…

++++++++++++++++++++++++++++++++++++++++ Millions of Chinese people across the world are celebrating Chinese New Year this week. It is the beginning of a new year on the traditional Chinese calendar and is the most important holiday of the year. Each year has a name associated with the 12-year cycle of the Chinese…

When a new technology first appears, we typically don’t have a clue what to do with it or what the possible outcomes could be. When electricity was introduced into factories it had little impact because managers continued to arrange plants around the power source — a steam turbine — even…

Disco music was the sound of the summer of 1979. Chic, Donna Summer and Gloria Gaynor were at the top of the charts. The Bee Gees’ Saturday Night Fever soundtrack had been number one for 18 weeks. Lots of US radio stations switched to all-disco formats. But punk rock was…

From mattresses to eye glasses, and razor blades to tampons, a new type of consumer brand is starting to fill out virtual shelves, and in turn, crowd out the demand for real shelf space in retail. …