Introduction Retail empires are often described from the perspective of their largest stores, most recognisable advertising campaigns or latest financial results. Tesco’s history is better understood by beginning with a…
Introduction Long before marketers could measure impressions, clicks and conversions in real time, advertising practitioners were already trying to understand the sequence through which a message becomes a sale. They…
Introduction Few psychological ideas have entered marketing culture as completely as Maslow’s hierarchy of needs. It appears in brand workshops, consumer-behaviour textbooks, advertising presentations and segmentation exercises across the world.…
Introduction India’s advertising history did not begin with a memorable slogan, a celebrity endorsement or a national consumer brand. Its earliest printed advertisements appeared in a colonial commercial world of…
Introduction Few marketing concepts have travelled as successfully as four short words beginning with the same letter. Product, Price, Place and Promotion appear in introductory textbooks, business plans, university examinations,…
Introduction The photograph that helped launch Instagram’s history was not a polished fashion campaign, a celebrity endorsement or an image produced for a global brand. It showed a dog near…
Introduction Before Albrecht Dürer became one of the most recognisable names of the Northern Renaissance, most European artists were known primarily within the cities, courts, churches or workshops in which…