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 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…
Few inventions in marketing history altered the economics of repetition as profoundly as the printing technologies associated with Johannes Gutenberg. The decisive change did not begin with a memorable slogan,…
Introduction A trade fair began as a temporary city inside a city. For a few days or weeks, merchants, money changers, transporters, innkeepers, craftsmen, buyers, entertainers and officials gathered in…
Introduction The first printed advertisement was not a glossy poster, a newspaper ad or a modern brand campaign. It was a small commercial message designed to make a seller recognizable,…