Sponsoring sports events is a crucial tactic in marketing strategies for brands to connect with their audiences authentically and emotionally. It's not just about visibility. It's about crafting a...

This paper addresses a trend that has become crucial in the digital marketing world: the Customer Data Platform (CDP). Find out how a CDP can empower CMOs to deliver...

This report delves into the challenges facing marketing executives in 2024. How will the employees' work and productivity change? What are the potential new priorities and concerns that they...

Anyone working for a brand, organization or company will likely be familiar with the concept of being "customer-centric." However, you may have noticed that this concept is gradually giving...

The ecommerceand retailindustry has transformed in response to changing consumer habits and socioeconomic trends. Technological, environmental, cultural and organizational factors have drive...

After more than two decades since negotiations began, a new window of opportunity is now open for the agreement between the European Union and Mercosur to be ratified. Thus,...

What are the marketing and consumer trends that will shape 2023? This paper examines two different perspectives: The exogenous perspective that focuses on the changes in consumer habits, whi...

In an increasingly complex and fast-paced context of proliferating and changing indicators, how effective is marketing today? Beyond sales figures, which dimensions have gained relevance, an...

Post-pandemic recovery is an enormous challenge facing most of the world's economies. The end of the most acute phase of COVID-19 has also coincided with Russia's invasion of Ukraine. This...

Las reclamaciones de los consumidores no sólo generan daño económico (por cada 3 reclamaciones insatisfechas, se pierden 2 clientes), suponen además un riesgo reputacional para  las empresas...

In this new annual edition of our report on consumer trends, we have sought to go one step beyond pure research. We have combined the qualitative analysis of macro...

  The impact of COVID-19 heralds a 2021 consumption model influenced by emotional and organizational stress. The trauma caused by the pandemic and its transformational power over factors the...