Marketing, Ethics
Who are the marketers responsible to?
8 MINUTES READ
Marketing, Ethics
The issue of ethics in business and corporate responsibility encompasses every branch of a company’s undertakings. Today, my focus will be on marketing in the context of marketers’ responsibility for their professional actions, their priorities and stakeholders' interest.
Marketing
Is marketing of services always different from the marketing of goods?
7 MINUTES READ
Marketing
There are many differences in how products and services are provided and how they behave in the market environment. The marketing techniques associated with each can therefore have little similarity to each other. Does that imply that the way we market them must also be completely different?
Economics
How much are social media worth to us?
5 MINUTES READ
Economics
With an increase of the scope and functions of social media platforms, they seem to be invaluable to a network of consumers. However, most social media providers offer their services for free. In this article I assess several economic methods that could be used to quantify the value of social media for its users.
Marketing
Act smarter in social media marketing
9 MINUTES READ
Marketing
Among other digital advertising techniques, social media oriented marketing can be a powerful tool in the hands of a creative marketing team. However, as welcoming as it seems, advertising in the social media environment may turn out to be tricky and, in some cases, have disastrous implications for the image of a company...
Marketing
What are the advantages and disadvantages of different segmentation methods?
7 MINUTES READ
Marketing
Market research is crucial for understanding the environment the company will be operating in. The analysis serves the purpose of determining the characteristics of different customer groups that align with the need for the product. These actions are called target market segmentation; let’s see what benefits and challenges a marketer will meet when employing them.
Marketing
What is nudging and what does it tell us about the consumer behaviour?
6 MINUTES READ
Marketing
Human behaviour can be influenced on many stages of the decision-making process. Apart from the most obvious marketing techniques, such as advertising, there are also more subtle ways to, often subconsciously, steer a potential customer in a desired direction. An example of such would be nudging...
Management
Organisational Change: Leadership
3 MINUTES READ
Management
Third and last post on the topic of organisational change. After all faulty factors have been successfully identified, effective leadership is needed to push the organisation onto new tracks. However, even good managers often fall vicitm to several fallacies...