Author: mcourse

The marketing landscape is in a state of perpetual flux, driven by relentless technological advancement, shifting societal values, and the ever-evolving expectations of the connected consumer¹. Predicting the precise contours of...

Purpose: This report provides an analytical dissection and comparison of two prevalent marketing service models: Marketing-Strategy-as-a-Service (MSaaS), characterized by high-level planning and guidance, and...

In today’s dynamic and increasingly competitive marketplace, characterized by rapid technological advancements, evolving consumer behaviors, and shifting global landscapes, the ability of businesses to innovate is...

In the pursuit of sustainable business growth, marketers are increasingly shifting their focus from purely transactional metrics to those that capture the long-term value of customer relationships¹. While acquiring new customers...

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...