Social marketing applies principles derived from commercial marketing to initiate and sustain beneficial behavioural change. Its theoretical foundations, developed from seminal works by Kotler, ...

Marketing education is evolving rapidly, driven by global digital transformation and the increasing need for interdisciplinary capabilities. Current academic approaches strive not only to impart ...

Businesses must future-proof themselves to endure an ever-changing economic landscape. Focusing on creating value both internally and externally through strategic planning is crucial for a brand's ...

Often divided into primary and secondary research, market research helps businesses identify key factors influencing their market, including the competitive landscape, target audience characteristics, ...

Although companies invest considerably in marketing technology (martech), it is often under-utilized, and its impact is modest. The CMO Survey asked 292 senior marketers how they use the technology.

Custom market research has always been notoriously slow and costly to conduct, often requiring many months and significant investments. As a result, marketers have made many strategic decisions ...

Utilizing market research to inform decision-making begins with clearly identifying the objective: What specific goal am I looking to achieve? The scope and nature of the decision to be made will ...