It's All About Timing! - A Closer Look at 'Seasonality' in Marketing & Sales
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Assistant Professor of Marketing Anirban Mukherjee from SMU’s Lee Kong Chian School of Business has been studying how consumers change in their outlook and behaviour with the broader environment, and how marketers should best respond to such changes.
In this podcast, he describes a new empirical model that investigates the source and extent of sales seasonality. He also discusses the impact of the economy on consumers, particularly in eco-friendly products. And finally, he shares his views on the changing Asian consumer.