Google and Facebook reign supreme over digital advertising. Yet the Cambridge Analytica scandal, and when the effectiveness of this advertising seems limited, should we ban this model?
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How Martin Sorrell built WPP from scratch into the world’s biggest marketing conglomerate.
Where and how do we learn to innovate? Our parents can’t teach us. Our bosses are trying to learn alongside us. Even post-secondary courses only provide us with the basics. Follow this recipe.
While often lumped with other European populist parties, Beppe Grillo’s M5S is a movement of activist fans mobilized by the messages of his “celebrity brand”.
The ongoing Facebook and Cambridge Analytica scandal has generated big headlines, but consumer and marketing research have long questioned the actual effectiveness of psychographic segmentation.
Some of New Zealand’s most trusted brands are implementing strategies that are misleading domestic consumers and risking their long-term brand reputation.
Some of the biggest names in the bottled water industry were originally spa towns that wealthy Europeans escaped to during the industrial revolution.
In psychology, we know people don’t always think through their decision-making in a rational and linear way when placed under situations of stress.
As the internet-connected world reels from revelations about personalized manipulation based on Facebook data, a scholar of virtual reality warns there’s an even bigger crisis of trust on the horizon.
Is brand awareness enough when the ads make you want to switch channel?
Coles plans to compete with competitors by moving away from low prices to a focus on other attributes, such as sustainability, local produce and community.
Justin Trudeau’s disastrous trip to India is regarded by some as an exercise in so-called nation branding gone badly. But we might want to blame the game, not the player.
In competing with Canada’s black markets, legal cannabis has potential strengths and weaknesses. Most flow directly from governments’ policy choices.
Lindeman’s Ben Ean Moselle was the ultimate wine for everyone in the 1970s. But as Australia grew wealthier, its fortunes faded in competition with other, ‘finer’ wines.
Bots, brand jackers, big shots, as well as traditional businesses all bossed the Super Bowl social media space.
Winemakers call the ecological factors that define their product terroir. By redefining that idea to include history and social ties, New England craft brewers have grown an industry with local roots.
Brands are notoriously hard to manage and protect from global competition. Here’s how Triumph Motorcycles resurrected itself.
Next generation finance bots are incredibly sophisticated.
While Champagne seems eternal and unchanging, its fame is in fact the product of four founding myths. These have shaped its identity and the images now associated with its consumption.
Predicting human behavior is big business. But science may never be able to do so with perfect certainty.
Top contributors
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Lecturer in Marketing, Research School of Management, Australian National University
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Emeritus Professor of Marketing, University of Birmingham
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Director, Master of Business Administration Program (MBA); Co-Director, Better Consumption Lab, Deakin University
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Associate Professor of Marketing, Tasmanian School of Business and Economics, University of Tasmania
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Professor of AfroEurasian Sport, EM Lyon Business School
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Professor of Marketing and Consumer Behaviour, Queensland University of Technology
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Assistant Professor, Faculty of Business, University of New Brunswick
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Senior Lecturer in Marketing, University of Nottingham
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Associate Professor of Quantitative Marketing and Analytics, Binghamton University, State University of New York; Indiana University
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Professor of Markets, Business, and Society, University of Bath
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Professor of Operations Research, Brock University
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Professor of Marketing, The Ohio State University
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Professor of Public Health Policy, Deakin University
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Cartier Chaired Professor of Behavioural Sciences, Full Professor, Department of Entrepreneurship, ESCP Business School
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Professor, University of Technology Sydney