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On marketing planning: How VUCA has faded into oblivion to re-emerged as a new normal The acronym of VUCA stands for Volatility, Uncertainty, Complexity and Ambiguity. It has been proposed as early as 1987 by Warren Bennis and Burt Nanus alerting leaders to the need for highly flexible, vibrant, agile and adaptive style of acting and thinking. Such a notion … Keep reading
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Before, during, and after: Marketing amid coronavirus crisis In the aftermath of shock from the rapid spread of coronavirus, its detrimental effects on human lives and wellbeing, there is time to stop for a moment and think consequences. Certainly, the way we used think and project future from past events will be further challenged. Not globalization, digitalization, global warming, migration … Keep reading
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Why marketing does not understand sociology We know well that customers are spoiled and their expectations have rightly been on the increase, as ever greater number of product attributes become a must. It has always been a real challenge to satisfy customers throughout the marketing mix and throughout the product lifecycle. For years, marketers have used mainly psychology to interpret … Keep reading
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Why political correctness and affirmative action do not work in marketing We live in a hypercorrect world. Many regulatory bodies safeguarding correctness, fairness and social justice in marketing communications have been getting the wrong end of the stick. Careful segmentation has been in the DNA of marketing, which makes social and societal differences and ability to differentiate offerings for various … Keep reading
