Virtue Signalling in Marketing A Hollow Strategy or Ethical Imperative? Firstly, I fully acknowledge that covering this topic means that I am treading dangerous ground - so it's important to understand my standpoint. I produce articles aimed at Marketers, or individuals that aspire to learn marketing - so it is highly likely that people reading

Basic Purchasing Principles for Marketers Understanding the Buyer's Perspective Purchasing isn't just a back-office function - it’s a critical element of business strategy that marketers must understand. Whether you’re working with procurement teams, negotiating contracts with agencies, or making purchasing decisions within your marketing department, mastering the fundamentals of purchasing can give you a serious

20 Advanced Marketing Terms for Professionals Boost Your Knowledge and Sharpen Your Strategy As we continue our series on marketing terms, following on from "20 Marketing Terms Every Marketer Should Know" and "20 More Marketing Terms Every Marketer Should Know" this instalment dives into advanced concepts every experienced marketer should know. These terms focus

Marketing Management Fundamentals Understanding the Core Principles, Strategies, and Ethical Considerations in Modern Marketing Marketing management is a critical function within any organisation, bridging the gap between a company’s products or services and its target audience. It encompasses strategic planning, market research, branding, pricing, promotion, and distribution. Rooted in both art and science, effective marketing

What Marketers Can Learn from George Orwell Clarity, Truth, and Storytelling: Orwellian Lessons for Modern Marketers George Orwell, best known for 1984 and Animal Farm, was a master of communication, clarity, and persuasion. While his works were primarily political and social commentaries, marketers can learn a great deal from his approach to storytelling, his understanding

HR for Marketers: Essential Concepts as You Move into Management Understanding People, Policies, and Performance Moving into a management role as a marketer is an exciting step, but it also comes with a new challenge - leading people. While to get to this stage you have clearly demonstrated that you are a good marketer, managing

What Marketers Can Learn from Elite Sports: High-Performance Strategies for Business Success What do elite sports teams and high-performing marketing teams have in common? More than you might think. In his TEDx talk The Perfect Boss, Dr. Axel Zein draws powerful parallels between the world of professional sports and business leadership. He argues that great

Stakeholder Management for Marketers: Building Relationships, Securing Buy-In, and Driving Marketing Success Often, a key component of managing successful marketing activities is managing relationships. At the heart of any successful marketing strategy lies stakeholder management, a crucial discipline that ensures alignment, buy-in, and long-term success.Marketers operate in an environment with multiple stakeholders, from customers and

Measuring Return on Investment (ROI) in Marketing How to Quantify Marketing Success and Maximise Profitability Return on investment (ROI) is one of the most critical metrics in marketing. It allows businesses to assess the effectiveness of their marketing activities and determine whether their efforts are generating value. However, measuring ROI in marketing can be complex