Oxford Odyssey

Category: Marketing

  • The marketing of renewables: Becoming Secureables

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    Jonathan Safran Foer juxtaposes the collective will to win WW2 against humanity’s inability to become vegetarian for the planet. The implication that individual sacrifice is far more palatable when the consequence is obvious and urgent. That is why climate change has not inspired the same behavioural changes we saw in wartime. As a hater of…

  • Branding in the Information Age: Still Relevant?

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    The Erosion of Credibility in an Era of Information Abundance In the pre-internet era, brands were synonymous with trust. A name like Berry Brothers & Rudd symbolised safety in a world where a sip of counterfeit moonshine could lead to blindness. The brand’s reputation was its most valuable asset, built on years of consistent quality.…

  • The evolution of marketing

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    The philosophy behind marketing has been evolving over time, adapting to the surrounding economic and technological structure. Of course, some industries will remain laggards, while others will be more advanced in their progression. This is a general guide as to how marketing has changed. First Era: Product Focused “Build it and they shall come.” In…

  • Using collectible experiences as a marketing tool and how to hack productivity in customers

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    Have you ever dreamed of staying in an ice hotel, or perhaps sampling exotic delicacies like balut or Casu Marzu? While these experiences might not be on everyone’s bucket list, there’s a fascinating reason why they captivate so many people. Keinan and Kivetz (2011) argue that consumers often approach unique experiences as collectibles, much like…

  • When to fire your customers: The Pyramid

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    Customers seem to equate with revenue, and one might be forgiven in assuming that the higher the growth of customers, the merrier. Unfortunately, this is not always true.The Customer Pyramid (Zeithaml, Rust & Lemon, 2001) is an essential part of marketing that is covered in the Oxford Economics & Management course. A major insight is…

  • What makes a good marketer?

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    Too often, marketing is framed as the art of getting people to buy stuff they don’t need – promoting consumerism and materialism. They do this with a mix of slick charm and lies about the efficacy of their products. At its best, marketing is about understanding customers deeply and creating meaningful exchanges of value. While…