Author: mcourse

The digital revolution has fundamentally reshaped the landscape of business-to-business (B2B) marketing¹. For decades, B2B marketing often relied on traditional channels like trade shows, direct mail, and face-to-face...

In the increasingly complex and data-rich world of modern marketing, relying solely on intuition or historical trends is no longer sufficient for achieving sustained growth¹. Marketers are constantly faced with decisions about...

Traditional economic theory often assumes that consumers are rational actors who make decisions based on a careful evaluation of costs and benefits¹. However, the field of behavioral economics, which integrates insights from...

In the rapidly evolving landscape of digital marketing, new avenues for reaching and influencing consumers are constantly emerging. Among the most impactful of these is influencer marketing, which leverages the reach and...

The path to purchase in the digital age is rarely a simple, linear progression¹. Consumers interact with brands across a multitude of channels – from social media and search engines to email, display ads, mobile apps, and even...