PKM Insights is an educational marketing website about marketing strategy and consumer behavior — written to explain why marketing works, not just what to do.
About This Site
Most marketing content falls into one of two groups. Some of it is very practical but skips the reasoning, so you get a checklist without understanding why it should work. The rest is well researched but written for specialists, so the ideas never quite reach the people who could use them.
PKM Insights sits in between. Every article starts with a concept from marketing strategy or consumer behavior, explains the thinking behind it in plain language, and then shows what it looks like in a real business situation.
The site is written with two readers in mind. The first is the small business owner or entrepreneur who needs marketing to work but does not have time to read a textbook. The second is the marketing student or early-career professional who knows the terminology but wants to see how the concepts hold up outside the classroom.
This is a learning and teaching platform. It is not an agency, and it does not sell marketing or consulting services.
About Me
My name is Parinaz Khazaee, and my work focuses on marketing strategy, consumer behavior, and real-world business applications.
Before moving into marketing, I completed a Master’s degree in Urban Planning and Design, which trained me to run research, work carefully with information, think several steps ahead, and solve problems inside complicated systems — habits that turn out to be genuinely useful when you are trying to understand how markets and consumers behave.
Professionally, I have worked across business development, operations, project management, and marketing-related responsibilities, including experience in the healthcare and eyecare industry. Those roles gave me a practical view of how decisions actually get made inside a business: with limited time, limited budgets, and real consequences attached.
I have also worked on academic research related to digital marketing, marketing intelligence, business strategy, and firm performance. That work is where my interest in evidence-based marketing began, and it is why research shows up so often in how I write here.
My approach here is straightforward. I draw on research, analysis, and applied business experience to explain concepts carefully, connect them to evidence and to real business situations, and share the reasoning rather than only the conclusion.
My longer-term goal is to keep developing that expertise and to use PKM Insights as the place where marketing theory, consumer behavior, research, and real-world business application meet.
What Shapes How I Write
- Marketing strategy and consumer behavior — the areas my work focuses on, which set the concepts I write about.
- A research and analysis background — a Master’s in Urban Planning and Design, plus academic research on digital marketing, marketing intelligence, business strategy, and firm performance.
- Applied business experience — business development, operations, project management, and marketing responsibilities, including work in the healthcare and eyecare industry.
- A teaching instinct — I explain things the way I wish they had been explained to me, which usually means starting with the “why.”
Areas I Write About
- Marketing Strategy — positioning, segmentation, differentiation, and how businesses decide where to compete.
- Consumer Behavior — how people evaluate, choose, and stay loyal, and what that means for marketing decisions.
- Digital Marketing — content, channels, and measurement, looked at through strategy rather than tactics alone.
- Application Posts — short case-style pieces that take one concept and apply it to a real business situation.
Get in Touch
I am always glad to hear from readers — whether you have a question about something I wrote, a marketing problem you are working through, or a topic you would like to see covered. You can reach me through the contact page.