Teaching & Learning

Marketing has evolved significantly over the last few decades. Traditional marketing, centred on the 4Ps (Product, Price, Place, Promotion), relied heavily on mass media such as TV, print, and radio. The goal was to reach the largest possible audience with a single message.

Introduction The practice of brand management has evolved substantially over the past three decades. Early frameworks such as Keller’s brand equity model (1993) emphasised awareness, associations, perceived quality, and loyalty as the foundations of strong brands. These principles remain relevant, but the digital environment has stretched and complicated their

keeping my elbows in…