Alshaya Group’s Hemalatha Subramanian on ethical marketing
In a highly competitive marketing landscape, it is challenging to create a fair competitive advantage for a brand when the core differentiator is limited to price or convenience. And even more so when the brand has limited budgets, shorter timelines, high overheads, and a need for high ROI.
This in turn sometimes forces poor marketing actions with exaggerated marketing claims while leaving customers feeling manipulated, which eventually results in customers wanting to stop any form of association with the brand.
A study on corporate responsibility by Aflac found th
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