by Mia Thiele, Leuphana University of Lüneburg, Germany. Never before have consumers had as much access to information about brands as they do today. Through growing transparency because of digitalisation, consumers can easily gain information about brands online and compare them, reducing firms’ control over their brand perception. Brands need to avoid any mistakes or … Continue reading The importance of Marketing in times of Digitalisation and Sustainability: insights from the case of Aesop
