Marketing is a dynamic and fast-paced profession. As marketers, we constantly face the challenge of balancing immediate results with long-term relationship building. Amid the pressure to meet targets and deliver outcomes, we sometimes confront difficult ethical dilemmas. How can we maintain integrity, especially when temptation pulls us in different directions? This Holy Week offers us an opportunity to pause and […]
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Kathy Mercado is the Senior Vice President of Newport World Resorts (NWR), the Philippines’ first integrated resort. With extensive experience in hospitality and commercial operations, she has played a key role in the success of world known hotel brands, launching groundbreaking concepts and spearheading award-winning marketing campaigns. In this interview, she shares insights on audience segmentation, marketing innovations, sustainability efforts, and […]
Behind every great marketing leader, there’s always a mentor—someone who’s been there, guided them, and challenged them to think bigger, and to even think differently. Mentorship is one of those things in our industry that truly shapes the future. It’s not just about sharing knowledge—it’s about sparking something in someone that drives them to push boundaries and see new possibilities. […]
Understanding consumer behavior isn’t just about selling products it’s about understanding how people think, feel, and make decisions. Over time, marketers have discovered certain ‘laws’ that influence what consumers buy. Some of these laws are based on solid science, while others are just oversimplified myths. In this guide, I’ll break down some of the most important laws that drive consumer […]
The world is witnessing a shift in power dynamics, and the question on everyone’s mind is: Can China successfully position itself as the next global leader? China’s rise appears unstoppable, yet the nation faces the monumental challenge of shaping its identity on the world stage. This task is not just about economic might or military strength—China must also project its […]
Simplicio “Jun” Umali Jr. is the President and CEO of Gardenia Philippines, one of the few professional CEOs who has maintained his position for the past 25 years. Under his leadership, Gardenia has become the dominant market leader in the bread category in retail stores and a household name in the Philippines, maintaining strong customer loyalty despite competitors offering lower prices. […]
As we bid farewell to a transformative year, there’s no better time to reflect on the insights that shaped our journey in business. This Top 10 Marketing Articles compilation brings together the most powerful, thought-provoking, and practical pieces that have inspired countless marketers, entrepreneurs and business professionals alike. From lessons in innovation to proven strategies for growth, each article is a resource […]
Kristelle Dizon is the head of Globe Business. Often referred to as KD, she oversees the strategic direction and operational management of Globe’s B2B services, driving growth through customer acquisition, innovation, and operational excellence. In this interview, she provides insights into the B2B landscape and offers our readers a deeper understanding of the industry’s dynamics. Q1: How has the push for […]
A family-owned bakery struggled to compete with larger chains in their city. Instead of investing in costly advertisements, they decided to leverage the power of community and word-of-mouth. They started a “Pay It Forward” campaign, where customers could pre-purchase a loaf of bread or a pastry for someone in need. The bakery shared these acts of kindness on their social […]
A marketing plan is a written document that serves as a guide and outline of how a company intends to grow in the marketplace and win against the competition. The marketing plan is usually formulated annually, but results are reviewed monthly with major business reviews done quarterly on what worked versus what did not work. While there is no standard […]