Pop to shop: Where culture meets commerce

Initiative’s Jasmine Wong looks at how the convergence of shopping opportunities with cultural inspiration has accelerated and is set to impact marketing.

This article is part of a Spotlight series on how brands can further leverage the social commerce opportunity in Southeast Asia. Read more.

Marketing has been built on frameworks that over time become institutionalised. Perhaps the most pervasive of these frameworks is the purchasing funnel. It’s a neat way to organise marketing; it’s measurable and allows marketing to operationalise aro

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