"marketing" blog posts
Uncovering the economic benefits of marketing assets financial reporting
Dr Peter Guenther and Dr Miriam Guenther’s study reveals key economic benefits in externally reporting marketing assets (MA) valuations, including lower equity financing costs, more realistic stock prices and greater marketing management efficiency.
Posted on: 25 February 2025
How can NFTs bring value to brands?
Professor Anatoli Colicev discusses the opportunities Non-Fungible Tokens (NFTs) offer brands to reach and engage consumers at different stages of the marketing funnel.
Posted on: 12 October 2023
Women proposing: Gender equality in wedding rituals?
Dr Daniela Pirani, Dr Vera Beckley-Hoelscher and Dr Ratna Khanijou take a critical look at how, while more women are pushing the boundaries, proposing to men reinforces the perception that marriage is the socially accepted way to move forward with relationships.
Posted on: 27 February 2023