Deconstruction and Analysis of Article: Breakthrough Brands 2017 (Gallagher et al., 2017)

In this article, the author presented 10 companies that reached the status of breakthrough brands in 2017. (Gallagher et al., 2017) The main point is precisely how these recently created companies, most of them 10 years or less, had attained breakthrough brand status in such a short time. The evidence provided comes through the quantitative … Read more

Deconstruction and Analysis: Demonstrating the Value of Marketing (Hanssens and Pauwels, 2016).

In this article the authors aimed to demonstrate the value of the marketing function in companies (Hanssens and Pauwels, 2016). This peer-reviewed article brought many topics to the analysis, as well as suggestions for future research. The authors provide a deep discussion of points with plentiful evidence based on empirical data. The following main points … Read more