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Life is Like Riding a Bicycle

I learned how to bike during the Holy Week of 2014. Kit Rodriguez, a former MarkProf scholar of ours, went to my house to teach me, a kind of reverse...
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Travel, Tradeoff & Timing by Josiah Go

This post is for millennials. I see many of them traveling. Market research confirmed that travel is one of the most important aspirations of the millennials. I understand the excitement...
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The Transforming Role of Brand Managers by Josiah Go

The practice of brand management started with the classic memo by Harvard-trained Neil McElroy of Procter and Gamble (P&G) in 1931 while he was working on the advertising of the...
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My Davao and Cebu Book Events by Josiah Go

Chiqui and I are grateful our newly launched book ‘Principles and Practices in Marketing in the Philippine Setting’ made it as a National Book Store bestseller at no. 4 (no....
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How Supermarkets Can Survive the Online Future by Josiah Go

Red ocean Many brick-and-mortar supermarkets are in the red ocean — a market space where stores are constantly fighting against each other to win existing customers. As they aspire to...
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My Top 10 Q&A for 2017 by Josiah Go

I am honored to have Q&As with captains of different industries. They made time and unselfishly gave their insights in order for others to benefit from the learnings they shared....
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My Top 10 Marketing Articles for 2017 by Josiah Go

My top marketing article in 2017 was a critique on CHED’s New Marketing Curriculum where I discussed my surprise that after over a decade, the only major change was the...
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MarkProf Godparents by Josiah Go

MarkProf ( is the only alumni facilitated, longest running, and free 8-day marketing training program for college students nationwide. Each year, close to 1,000 graduating student leaders with a minimum...
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Reach is not Influence by Josiah Go

Reach, in the context of online marketing, allows content to be seen by different people. But reach, which is actually the number of followers or ‘unique visitors’ in a given...
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25 Years as a Marketing Author by Josiah Go

Unmet Needs: I saw an unmet need some 25 years ago – marketing students using foreign textbooks with examples they can hardly relate with, so I decided to launch my...
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