Marketing
Writing effectively with the PASTOR method
A process for organising a message that presents problems, solutions and proposals, useful for communicating products, services, projects and ideas.
Marketing Archive
Ideas, guides and reflections to revisit. Choose a topic and keep exploring.
Articles 25–36 of 40 · Page 3 of 4 · Back to the Marketing homepage
Marketing
Cognitive biases and heuristics
The mind's shortcuts influence judgements and decisions. A guide to recognising them and understanding their role in marketing choices.
Marketing
Design Thinking: from challenge to solution
An approach to innovation that starts with people. The philosophy, stages and tools for addressing complex problems with creativity and method.
Marketing
How to make ideas and messages go viral
What characteristics help content spread? A reflection on the mechanisms of virality and the elements that help create shareable messages.
Marketing
The history of marketing as told by Kotler
A video and a reflection on the evolution of marketing, its relationship with society and the origins of the customer relationship.
Digital · Marketing
Value Network: the network of value
The digital revolution changes relationships between businesses and the market. The value network model and its comparison with the value chain.
Marketing
Price and pricing models
From bargaining to different pricing models: a guide to the role of price in the marketing mix and the relationship between supply and demand.
Digital · Marketing
Guide to Digital Marketing
The concepts and tools of digital marketing, exploring channels, instruments and factors to consider when building a strategy.
Digital · Marketing
Inbound Marketing: farmer or hunter?
Attract your audience or pursue it? An explanation of pull and push strategies and the role of content in customer relationships.
Marketing
Henry Ford and market research
A quote attributed to Henry Ford invites us to reflect on the relationship between customer requests, understanding needs and the ability to innovate.
Marketing
Incidental Marketing
In a fast-moving, informed market, even unexpected encounters can open up opportunities. A reflection on the relationship between chance, experimentation and marketing.
Digital · Marketing
How to use Video Marketing
Video as a communication and marketing tool: a guide to understanding its role and incorporating it into your relationship with your audience.