It costs multiple millions to sponsor a global sports event. Why bother when non-sponsors cleverly associate themselves for next to nothing?
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Articles on Marketing
Displaying 281 - 300 of 423 articles
How an icon took a wrong turn.
Whether gendered toys are creating stereotypes or just playing to boys’ and girls’ innate differences is a vexed question.
Smoking kills. But the shocking warnings on plain packaging might not be the best way to get smokers to kick their habit.
At first, it seems like IS has an image perfect for driving recruitment – but in fact, its image has very limited appeal.
Pope Francis’ mercy mission to a migrant camp in Lesbos is another effort to rescue the tarnished and failing brand of Catholicism.
How do you sell something that solves a problem customers don’t know they have?
Putting the purchasing public at the heart of your business is getting harder and harder as technology drives ever more interaction.
Because chocolate gifts need their glasnost too.
New research shows that behaviorally targeted ads can do more than figure out what kind of person you are – they can also shape how you see yourself.
Perhaps surprisingly, men spend more money after being romantically rejected while women do the opposite.
From changing its name to Saint Laurent to bringing an air of perma-cool to the fashion house, creative director Hedi Slimane has turned the company’s fortunes around.
Despite her age Barbie hasn’t matured – a successful formula that has worked for Mattel.
Donald Trump’s support among Republican voters has remained strong even as he has disparaged a variety of groups. Will his support from his business partners do the same?
The next generation of mobile technology, 5G, is not all hype. History shows there have been big developments between past mobile generations.
When Higher Education gets involved in our children’s schooling, we risk widening inequalities and creating ethical dangers.
Whenever we talk about refraining from things, it is bound up with piety and martyrdom. A different approach could help realign us with the planet.
Packaging and pricing have their own healing properties says an expert on the psychology of advertising.
Social media can amplify the fear of missing out, or FoMO, but it can also be a platform for emotional support during the festive season.
How to build a movie empire that will last for generations.
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Professor of Marketing, University of Birmingham
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Lecturer, Research School of Management, Australian National University
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Louise Grimmer is a Friend of The Conversation.
Senior Lecturer in Retail Marketing, University of Tasmania
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Professor of Sport and Geopolitical Economy, SKEMA Business School
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Director, Master of Business Administration Program (MBA); Co-Director, Better Consumption Lab, Deakin University, Deakin University
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Professor of Marketing and Consumer Behaviour, Queensland University of Technology
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Associate Professor, Operations Research, Brock University
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Executive Director of Postgraduate Programmes, Surrey Business School, Royal Holloway University of London
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Cartier Chaired Professor of Behavioural Sciences, Full Professor, Department of Entrepreneurship, ESCP Business School
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Professor of Public Health Policy, Deakin University
