Episode 8. Pricing, or how much for the pair of hand-knitted socks?

In this episode I discuss Pricing part of the Marketing Mix (along with Product, Place and Promotion). I discuss what price signifies and a few strategies on how to set appropriate prices.

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 interview with Prof. James Norman - Professor of Sustainable Design - we are discussing a new concept - Regenerative Marketing. What is regenerative marketing and what can we learn from regenerative design and practice?This and many more ideas we are discussing in this interview.

Let me know what you think about this new and timely concept.

Check out Prof. Norman's book, Regenerative Structural Engineer here: https://www.istructe.org/resources/guidance/the-regenerative-structural-engineer/

What is Fashion Revolution? Can we just ban fast fashion? And why a pair of leggings made of plastic bottles is not such a good idea. It is such a previllege having Professor Gianpaolo Vignali on my podcast, Marketing Ecosystem. In this discussion, Prof. Vignali shares the latest insights and developments in the world of sustainable fashion. From new sustainable materials to influencing public policy - there are a lot of fascinating things happening in this area.

In this episode we are discussing Marketing Communication - Promotion part of the Marketing Mix (4Ps). We are also looking at Paid, Earned and Owned media. And I'm sharing a real llife example of promoting a webinar series.

Research insight: Pantano, E., Serravalle, F., & Priporas, C. V. (2024). The form of AI-driven luxury: how generative AI (GAI) and Large Language Models (LLMs) are transforming the creative process. Journal of Marketing Management, 1-20.

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.

This episode has been produced by generative Artificial Intelligence (genAI) app, Google NotebookLM.

Based on our paper, titled Essential GenAI skills for marketing students, written by Rushana Khusainova, Eleonora Pontano, Esther Kang and Samantha Ford, we asked genAI to create a podcast discussing the paper. And it worked!

Let me know what you think.

Is this the future of podcasting?

Paper: Khusainova, R., Pantano, E., Kang, E., & Ford, S. (2024). Essential GenAI skills for marketing students. Times Higher Education. Available here: https://www.timeshighereducation.com/campus/essential-genai-skills-marketing-students

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.

Episode 3. Product or what Are You Selling?

In this episode I introduce a concept of Marketing Mix (Product, Price, Place and Promotion) and especially focus on what are you selling?

Gaining clarity on what is specifically your offering, is crucial.

Research insight: Khusainova, R., De Jong, A., Lee, N., Marshall, G. W., & Rudd, J. M. (2018). (Re) defining salesperson motivation: Current status, main challenges, and research directions. Journal of Personal Selling & Sales Management, 38(1), 2-29.

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.

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.

Episode 1. Marketing paradoxes.

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.

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 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.