Marketing Ecosystem

In this episode of Marketing Ecosystem, Dr. Rushana Khusainova speaks with a team of MSc graduates from the University of Bristol Business School who won the prestigious Elevate Great AI Competition 2025 with their project on AI and education. The students share how they turned an inspiring quote about children growing up in the AI era into a meaningful project idea, highlighting the importance of...

Episode 8. Pricing, or how much for the pair of hand-knitted socks? In this episode I discuss Pricing part of the Marketing Mix (along with Product, Place and Promotion). I discuss what price signifies and a few strategies on how to set appropriate prices. The views expressed in this podcast are my own and do not necessarily reflect those of my employer, institution, or any affiliated organization...

In this interview with Prof. James Norman - Professor of Sustainable Design - we are discussing a new concept - Regenerative Marketing. What is regenerative marketing and what can we learn from regenerative design and practice? This and many more ideas we are discussing in this interview. Let me know what you think about this new and timely concept. Check out Prof. Norman's book, Regenerative...

What is Fashion Revolution? Can we just ban fast fashion? And why a pair of leggings made of plastic bottles is not such a good idea. It is such a previllege having Professor Gianpaolo Vignali on my podcast, Marketing Ecosystem. In this discussion, Prof. Vignali shares the latest insights and developments in the world of sustainable fashion. From new sustainable materials to influencing public pol...

In this episode we are discussing Marketing Communication - Promotion part of the Marketing Mix (4Ps). We are also looking at Paid, Earned and Owned media. And I'm sharing a real llife example of promoting a webinar series. Research insight: Pantano, E., Serravalle, F., & Priporas, C. V. (2024). The form of AI-driven luxury: how generative AI (GAI) and Large Language Models (LLMs) are tran...

This episode has been produced by generative Artificial Intelligence (genAI) app, Google NotebookLM. Based on our paper, titled Essential GenAI skills for marketing students, written by Rushana Khusainova, Eleonora Pontano, Esther Kang and Samantha Ford, we asked genAI to create a podcast discussing the paper. And it worked! Let me know what you think. Is this the future of podcasting? Paper: Khus...

Episode 3. Product or what Are You Selling? In this episode I introduce a concept of Marketing Mix (Product, Price, Place and Promotion) and especially focus on what are you selling? Gaining clarity on what is specifically your offering, is crucial. Research insight: Khusainova, R., De Jong, A., Lee, N., Marshall, G. W., & Rudd, J. M. (2018). (Re) defining salesperson motivation: Current statu...

Episode 2. The Environment or why there were no tomatoes in supermarkets. This episode covers the environment and environmental analysis. It dives into examples of environmental factors and tools and explores why understanding external (macro and micro) analysis is important for business success. Research insight: Manpota, N. and Sahney, S. (2024). Determinants of Credibility of Virtual Influencer...

Episode 1. Marketing paradoxes. In this episode I'm sharing my own journey into marketing and discussing paradoxes of marketing, such as balancing profit / sales vs reducing consumering, personalisation vs privacy and more. Research highlight: Huang, S., & Lin, S. (2024). EXPRESS: Do More “Likes” Lead to More Clicks? Evidence from a Field Experiment on Social Advertising.  Journal of Marketing...

In this bonus episode, we are discussing examples of marketing with the aim to understand what marketing really is. Research highlight: Grewal, D., Satornino, C. B., Davenport, T., & Guha, A. (2024). How generative AI Is shaping the future of marketing. Journal of the Academy of Marketing Science, 1-21. Recommended reading: This is Marketing: You Can’t Be Seen Until You Learn To See by Seth Go...