Marketing 4.0: when AI, hyperlocal and ethics redraw the playing field
AIJune 2025. Studies are falling like storm drops on dry ground: they confirm a major shift in marketing practices. Gone […]
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Brand Attractiveness Score (BAS)
The Brand Attractiveness Score (BAS) is a key indicator used to assess the impact and perception of a brand among consumers. Designed…
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Market Responsiveness Index (MRI) : a key metric for assessing brand impact
AIThe Market Responsiveness Index (MRI) is a strategic measurement tool used to assess a brand’s relevance and impact within its […]
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Why Sentiment Analysis is the Future of Customer FeedbackPourquoi l’analyse de sentiment est l’avenir des retours clients
In today’s hyper-competitive market, businesses are no longer solely focused on delivering products or services—they must also deliver customer satisfaction at every…
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Perceived Value in Marketing: Definition, Components and Strategies
Perceived value in marketing: definition, the 5 components (functional, emotional, social, epistemic, conditional), how to measure it with Van Westendorp and Likert…
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Using artificial intelligence to define strategic marketing objectives
"Harnessing Artificial Intelligence to Develop Strategic Marketing Goals" by Anjorin, Raji, Olodo, and Oyeyemi offers a comprehensive framework for integrating AI into…
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360° Marketing: Creating a unified brand experience across multiple channels
360° Marketing is a global marketing strategy aimed at delivering a coherent, consistent brand experience across multiple platforms and touchpoints. By integrating…
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Advanced SWOT Analysis: Techniques and Methods for Actionable Strategy
Go beyond the basics: discover advanced SWOT analysis techniques including Cross-SWOT strategies, PESTEL integration, quantitative weighting, and how to turn SWOT insights…
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Mastering the Marketing Mix: Strategies and Practices for Success
In today's business world, where competition is fierce and consumers increasingly demanding, mastering the marketing mix has become essential for any company…
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The Challenges of Marketing in Exceptional Situations: Crisis and Adaptation
Crises - whether economic, health, political or environmental - have always represented a major challenge for companies. These turbulent times profoundly alter…
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