By Professor Paul Hopkinson, associate head of Edinburgh Business School at Heriot-Watt University Dubai and academic lead for Heriot-Watt Online.
In an era when customers are often saturated by competing marketing communications messages and product offerings via multiple channels and media vehicles, often simultaneously, it has never been more important for organisations to find effective ways to cut through the noise and find a clear basis for differentiation. In recent years, buoyed by the growing climate crisis and environmental concerns among millennial customers and job seekers, businesses have been urged t
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
