In this episode of 'That's What I Call Marketing,' host Conor interviews Professor Prof. Koen Pauwels, a distinguished marketing expert from Northeastern University in Boston. The conversation delves into various aspects of marketing, including consumer behaviour, global branding challenges, impactful strategies, and the importance of understanding historical marketing theories to tackle modern marketing complexities. Prof. Koen Pauwels shares his extensive academic journey and consulting experience with renowned companies, providing valuable insights applicable to both large corporations and small businesses. The discussion also touches on the role of marketing technology, the balance between short-term and long-term strategies, and the nuanced trade-offs between privacy, pricing, and convenience in consumer decision-making. Whether you're a seasoned marketer or a newcomer, this episode offers a wealth of knowledge and practical advice to enhance your marketing approach. 01:41 Discovering Marketing 04:19 Consumer Behaviour Insights 05:40 Global Brands and Market Entry 09:12 Marketing Beliefs and Theories 19:43 Working with Companies 24:07 Marketing Technology and Attribution 28:01 Understanding Consumer Privacy Preferences 30:01 Amazon's Lookalike Audiences 32:52 The Importance of Marketing Benchmarks 35:20 Advertising Effectiveness and Strategy 42:16 Advice for Small Brands and Startups 48:35 Skills for Future Marketers This episode is brought to you by CPL Marketing Recruitment Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/ Get in touch email  Instagram X YoutubeListen to all episodes here  Hosted on Acast. See acast.com/privacy for more information.