Generally speaking, in and out of academic circles, people agree that brands play a central role in marketing. Introduced during XVIII century as symbols standing for quality and tradition, brands suddenly became a pervasive socio-economic phenomenon. Due to the astonishing variety of effects revealed by their impact on emerging cultures, brands stimulated a lot of [...]
If you work in the Marketing field, you will spend most of your professional career worrying about a lot of very similar, yet totally different concepts. You’ll deal with relationship marketing, experience marketing, permission marketing, whatever. If you understand what they are for, why they have been introduced and if they really differ from one [...]
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