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Category Archives: Marketing
Originally published on Harvard Business Review Turkey Blog. It was one of the coolest jobs out of university in the 90’s. Thousands of people applied for a handful of marketing positions in the top FMCG companies. ”Do you want to … Continue reading
We all think we are smart. We think intelligence is inborn and the world is divided among smart people (like us), not so smart people (others) and geniuses (above us). We find false sense of comfort in the fact that … Continue reading
So you just got your promotion to the manager or director level, or moved to another company with bigger scope and higher salary. You are supposed to turnaround the notoriously declining business and all the eyes are on you. Yet, … Continue reading
Russia is among the biggest markets in terms of luxury consumption. Explaining this phenomenon with the number of billionaires would be an oversimplification. Although it appeared with capitalism, one needs to study the history of Russia to understand the reasons. … Continue reading
Despite its 1.86 Trillion dollar GDP and 9th ranking in world economy, Russian market continues to be a challenge for many brands. Russia caught the hyper growth after 2000 thanks to political stability and increasing oil prices. As a result, … Continue reading
So you’ve got the dream Brand Manager role or just been assigned to lead the coolest multi-functional marketing project. It is high profile and rich in resource, be it funding or manpower. But there is one problem. You have to work … Continue reading
Real time marketing is a new concept driven mainly by the expansion of social media and the opportunity to interact with consumers individually real time. While the concept is self explanatory, it is not clear how to do it. Here … Continue reading
Brand Managers (BM) continue to be the key engines of the marketing world. However, are these single-brand focused, TV and print advertising driven, one sided communication masters, ready to face the digital earthquake happening today? Neil McElroy (26), the bright … Continue reading