Marketing

Market segmentation and pricing: The role of finance

Management accountants can support sales and marketing teams in negotiating with B2B customers and contribute to product or customer segmentation exercises.

Value-based pricing: Finance’s implementation role

Management accountants have a substantial role in working with sales, marketing, and pricing executives across the business to introduce value-based pricing.

5 ways organisations can avoid ‘rainbow washing’

Supporting the LGBTQ+ community is a win-win for business and society. Here’s how businesses can take effective action.

Game on

Companies are pouring ad money into esports sponsorships and in-game advertisements to reach consumers who prefer gaming over movies and music.

Making sense of micro-targeting

How can companies make the most of rapidly evolving marketing opportunities?

Investing in social media influencers

Finance departments are challenged to measure the ROI of campaigns that aim to tap into the unique passions of segmented online communities.

Nintendo and the magic of nostalgia marketing

The Japanese video game company is using nostalgia to boost sales and build brand loyalty. Here are tips for incorporating nostalgia into your marketing plans.

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