The concept of brand equity, recognizing brands as strategic assets, emerged in the late 1980s, revolutionizing marketing.

To address this challenge, Cyberknight has signed a distribution partnership with Advenica, a Swedish leader in high-security ...

Muscat – In a landmark move that redefines the future of digital advertising in the Gulf, Omantel has partnered with Publicis ...

Learn the core practice of dividing a broad market into distinct subsets of consumers based on shared characteristics.

AI is more than just another tool in the marketing stack; it has become a strategic, collaborative partner for marketers.

However, for executives, zero trust isn’t just IT—it’s risk management and business enablement. By cutting off lateral ...

Static models can’t keep pace with fluid consumer behavior. AI makes it possible to follow dynamic shifts and design for the flock. The post When customers move like starlings — and what it means for ...

During Kering’s general meeting earlier this month, de Meo officially took his place as head of the luxury group, the ...

Many ABM programs stall in execution. Pods align marketing, BDRs, sales and CS into one revenue team that drives meetings and ...

The ivory tower is a symbol of academia—and an implicit critique of the isolated and often aloof nature of scholarship. It seems only appropriate to talk about why the ivory tower is failing marketing ...

We create a taxonomy of hybrid governance forms and develop a formal theory that predicts when a given hybrid form will be efficient. Our model is unique in that we consider cross-task synergies in a ...

Merchant banks specialize in services for mid-sized firms needing international financing and underwriting. They differ from investment banks by not handling huge transactions like IPOs or mergers.