Marketers know the secret to loyalty: trust. Whether it’s a brand and its customers, a leader and a team, or a government and its citizens, trust drives engagement. Imagine if tax systems applied the same principle. Rethinking the Tax Experience For many entrepreneurs, taxes feel like a yearly hurdle: forms, rules, and the constant worry of penalties. The system often […]
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Lester Estrada has been with P&G for 20 years and carries with him an extensive assignment history across Philippines, Japan, China and the rest of South East Asia (Regional roles). Currently, he is based in China as the Oral Care Vice President and Business Unit Leader. In this role, he is in charge of Oral-B and Crest – two well […]
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 […]
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. […]
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 […]
Unexpected disruptions can transform an anticipated trip into a logistical challenge. My recent experience with Philippine Airlines (PAL) and Morerooms highlighted several lessons in service marketing that I believe are worth sharing. My wife and I had a few days free in March 2024, so we decided to embark on a bonding trip from Manila to nearby Hong Kong and […]
An unforgettable moment occurred last October 11, 2023, during the launching of our book, ‘Marketing for Beginners: Start Strong. Succeed Fast.” Reaching a Diverse Audience: Right from the start, our aim was to create an innovative marketing book that breaks free from conventions. We wanted to make marketing accessible to all, simplify its complexities, and kindle the desire for success […]
Marketing Defined. Marketing is the process of continuously and profitably satisfying target customer’s needs, wants, and expectations superior to competition. Note the six key elements in the marketing definition: Marketing Concepts. The marketing definition above lays the groundwork for understanding the five interrelated marketing concepts, specifically: Depending on the culture or the context of the industry of the business, how […]
It’s been 4 years since my last book launch in 2019, and I am excited to share that a new one is to be launched soon – “Marketing for Beginners,” co-authored by myself, pioneering marketing anthropologist Chiqui Escareal-Go, CEO of Mansmith and Fielders Inc., and the dynamic digital consultant RG Gabunada, Partner of Louder PH. This book is designed to refresh marketing […]