Podcast: What can marketers learn from the dark web?

Professor Felipe Thomaz explains why understanding digital black markets could be valuable to brands.
12 November 2018
Milky way
 Amy Cashman
Amy
Cashman

co-CEO Insights Division, UK

If you understand how marketing works, argues Felipe Thomaz, you can assist in dismantling markets that should not exist. That’s why Thomaz, Associate Professor of Marketing at Saïd Business School, lists ‘the dark web’ as one of his specialist subjects. In this episode, he discusses what the dark web is, how black markets can still apply (and indeed strengthen) the principles of marketing, and what marketers might actually learn from some of the activity and developments made in these shadier areas of the internet…

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Amy Cashman, co-CEO of Kantar's Insights division in the UK.

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Editors notes

Future Proof: The marketing podcast from Saïd Business School, Oxford University, and Kantar, the marketing insights and consulting company.

In each episode, we’ll have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way.

Listen to all the episodes wherever you get your podcasts.