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Full-Text Articles in Marketing
Lohas: Marketing A Green And Sustainable Way Of Living, Knowledge@Smu
Lohas: Marketing A Green And Sustainable Way Of Living, Knowledge@Smu
Knowledge@SMU
What prompted former corporate warriors like Adam Horler and Tay Lai Hock trade their suits for t-shirts and embrace a new way of life with green and sustainability as its central tenet? It is LOHAS, or Lifestyle of Health and Sustainability, described as a “biggest market you’ve never heard of”. In a recent talk at SMU, Horler and Tay share what is their motivation, what is the appeal of LOHAS, and how are they marketing this concept to bring more converts on board.
To Be Ahead Of The Game, Consider Game-Based Marketing, Knowledge@Smu
To Be Ahead Of The Game, Consider Game-Based Marketing, Knowledge@Smu
Knowledge@SMU
Games have a way of engaging people in ways that advertisements simply cannot. Many a date, birthday or meeting have been forgotten and disregarded, thanks to the likes of Warcraft and StarCraft – 'sticky' programmes that have caused people to betray their better judgements. Beyond computer gaming, however, consumers have been known to choose a coffee shop, supermarket or airline for reasons that also defy what's rational: to collect stamps, amass points and accumulate 'miles'; all of which have nothing to do with drinking coffee, buying groceries or getting from point A to B. Yet, people play along willingly, in …
Nation Branding: Presenting The Image That Matches National Identity, Knowledge@Smu
Nation Branding: Presenting The Image That Matches National Identity, Knowledge@Smu
Knowledge@SMU
Brand launches are, more often than not, quiet affairs. Attention-hungry marketers might sometimes resort to controversies, so as to leverage on hype. Even then, it may take a fair amount of provocation and amusement just to get the slightest response from the modern-day multi-tasking, attention-deficit consumer. Contrast this with the launch of Singapore's latest tourism brand, YourSingapore, earlier this year – an event that elicited some fervent objections from the public. The people behind those heated responses were not necessarily experts on tourism or marketing. It was a matter that compelled everyday citizens to weigh in with their thoughts. Why, …
Driving Business Performance: Why Marketers Need A Multi-Disciplinary Approach, Knowledge@Smu
Driving Business Performance: Why Marketers Need A Multi-Disciplinary Approach, Knowledge@Smu
Knowledge@SMU
Much has been said about Apple's 'magical' ability to command a following for almost anything that they sell (right down to the cables and power adapter). However, few people understand – much less appreciate – the science behind such 'magic'. Some might say that Apple produces some of the most original products. These people forget that Apple did not invent laptops, MP3 players, smart phones or tablet computers. Is it clever marketing then? Perhaps so, but "marketing", as understood in its traditional sense, would not offer the full picture. According to Rajendra K. Srivastava, Provost and Deputy President for Academic …