In today’s digital landscape, technology plays a pivotal role in shaping the relationship between a business and its customers. The integration of technology into Customer Relationship Management (CRM ...

The way we as individuals interact with companies (our "suppliers") is on the brink of a major change, driven by the rise of personal agents. These AI-powered "customer-side agents" are set to ...

While earning my second master’s in business strategy, I read The Marketing Imagination by Theodore Levitt. Levitt argued that the core purpose of a business is “to create and keep a customer.” This ...

Every marketer is familiar with the traditional brand funnel. Many organisations still rely on a simplified version – aware, consider, prefer or choose – to track marketing effectiveness and guide ...