Episode 2. The Environment or why there were no tomatoes in supermarkets.

This episode covers the environment and environmental analysis. It dives into examples of environmental factors and tools and explores why understanding external (macro and micro) analysis is important for business success.

Research insight: Manpota, N. and Sahney, S. (2024). Determinants of Credibility of Virtual Influencers. ANZMAC 2024: AI for Sustainable Marketing: Bridging Innovation and Responsibility. Conference Proceedings.

The views expressed in this podcast are my own and do not necessarily reflect those of my employer, institution, or any affiliated organizations. This podcast is for informational and educational purposes only and does not constitute professional advice. Opinions shared by guests are their own and may not align with my views or the purpose of this podcast.

In this episode I'm sharing my own journey into marketing and discussing paradoxes of marketing, such as balancing profit / sales vs reducing consumering, personalisation vs privacy and more.

Research highlight: Huang, S., & Lin, S. (2024). EXPRESS: Do More “Likes” Lead to More Clicks? Evidence from a Field Experiment on Social Advertising. Journal of Marketing.

In this bonus episode, we are discussing examples of marketing with the aim to understand what marketing really is.

Research highlight: Grewal, D., Satornino, C. B., Davenport, T., & Guha, A. (2024). How generative AI Is shaping the future of marketing. Journal of the Academy of Marketing Science, 1-21.

Recommended reading: This is Marketing: You Can’t Be Seen Until You Learn To See by Seth Godin.

The views expressed in this podcast are my own and do not necessarily reflect those of my employer, institution, or any affiliated organizations. This podcast is for informational and educational purposes only and does not constitute professional advice. Opinions shared by guests are their own and may not align with my views or the purpose of this podcast.