Cutting marketing spending helps businesses in the short term but often backfires in the long term. Research could help investors identify those bad decisions.
Articles on Marketing
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What makes the Olympics’ five rings such a powerful brand, and do they deliver value for host nations?
A well-intended, expertly delivered apology can help rebuild trust, while a bad one can often make things worse.
You could argue that this film itself is something of a promotional vehicle for Nasa at a time when such publicly funded projects are viewed with scepticism.
Our research shows our brains are still evaluating our decisions even as we act them out. Better awareness of what influences last-minute decision-making can help us make better choices.
If you’re not a zoomer, MrBeast may be the most famous person you’ve never heard of. The famous YouTuber is now in Australia, spurring awe and delight with his major prize giveaways.
Warmth matters more than competence in some areas of business, new marketing research shows.
We suspect these drug company payments are just the tip of the iceberg.
Millennial parents are actively seeking out toys, books and movies to educate their children about life and teach them values that align with their own.
Crushing pianos, video games and emojis doesn’t seem to have delivered the slick messaging the brand was aiming for.
2 marketing experts explain how the former All-Pro center for the Philadelphia Eagles has built a powerful personal brand centered on being a gritty underdog with family values.
Beauty brand Dove hit the headlines for rejecting AI in its marketing – but there’s more to the claims than meets the eye.
Government bodies and community organisations have tried to tackle the problem of violence against women in marketing campaigns. Have they worked?
New research suggests educators can play a crucial role in changing attitudes and actions about food waste and equip future marketing professionals with the tools to tackle sustainability challenges.
My research found that people experience a weaker sense of ownership over their digital possessions and perceive them as less meaningful than physical ones.
A new Olympic funding strategy aims to boost the finances of smaller Australian sports like table tennis – but will it actually work?
Too much virtue language in a listing can cost an Airbnb host nearly $5,000 a year.
‘Natural’ isn’t the same thing as healthful. You can have too much of a good thing, and taking action can be worse than doing nothing.
The AFL’s newest team, the Tasmania Devils, launched on Monday night, drawing on its rich football history in a blaze of myrtle green, primrose yellow and rose red.
As political parties desperately battle for voters’ attention, cybersquatting is one of many online tools in the toolkit. It’s only effective at further diminishing trust in government.
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