MENU

Marketing & Consumers
Category Archive

What the French Open can Teach Businesses about Branding

May 29, 2018 • Marketing & Consumers, Editors' PickComments (0)

The Ten Key Lessons Every Marketer Should Know By Laurence Minsky and Colleen Fahey Improving one’s brand identity is indeed one of the greatest challenges marketers have. It is for this reason that they’re constantly on the lookout for approaches on how they can capture the attention of customers without them being overfamiliar or overwhelmed. …

Read More

Amazon, Just a Click Away from Luxury

May 29, 2018 • STRATEGY & MANAGEMENT, SUSTAINABILITY & ETHICS, Marketing & Consumers, Editors' Pick, Strategic Spotlight, Supply ChainComments (0)

What are the Implications for Selective Distribution? By Xavier Derville and Jean-Noël Kapferer Has the strategy of selective distribution, on which luxury brands depend for survival, evolved in the modern distribution world?  Combining their expertise

The Three Types of Big Data That Matter for CMOs

May 10, 2018 • STRATEGY & MANAGEMENT, TECHNOLOGY, Marketing & Consumers, Strategic SpotlightComments (0)

By David Dubois and Gilles Haumont Organisations today have massive amount of data at their disposal. However, not all C-level executives have clear typology of the digital data that can help marketing strategists unlock value. Discover how this issue can be

Hunter or Hunted? How Digital Media and GDPR Increases Importance of Inbound B2B Sales

January 30, 2018 • STRATEGY & MANAGEMENT, Marketing & Consumers, Editors' PickComments (0)

By Laurence Minsky and Keith Quesenberry Today, through prior digital and social media research, organisational buyers approach their vendor sales teams much more informed. Hence, it is indispensable for B2B sales to focus on becoming a valued and trusted

Digital Advertising’s Wild West: Deciding Which Media Channel is More Effective is the Key

January 20, 2018 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (0)

By Tahir Nisar A digital advertising campaign may be stymied by the difficulty in attributing the value of online investment to various online channels such as display ads, paid search to social media and email. The article considers attribution models that

How To Catch A Moving Target in the Digital World

November 9, 2017 • STRATEGY & MANAGEMENT, TECHNOLOGY, Marketing & Consumers, Digital TransformationComments (0)

By Stijn Viaene In this article, Prof. Stijn Viaene continues to shed light on the realities that executives and business leaders must face in the digital era. In an era where customers are moving at the speed of the Internet, how does a digital leader catch

Writing the American Marketing and PR Playbook

September 20, 2017 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (0)

By Jo Detavernier Promoting products and services through marketing and PR is a very different ballgame in the United States compared to Europe. An integrated “owned”, “earned” and “paid” campaign that takes pain to avoid these mistakes will yield

What is Brand Activation and Why Marketers and Consumers Should Care

September 13, 2017 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (0)

By William Rosen and Laurence Minsky Marketing, along with the market and all its innovations, is also imperatively evolving. In this article, the authors elaborate on brand activation and show how CEOs, CMOs, and others can align marketing disciplines to

The Challenge of Providing Excellent Customer Service

May 25, 2017 • OPERATION, Marketing & ConsumersComments (0)

By Richard Wilding Products are increasingly becoming commoditised, leaving customer service as one of the few remaining competitive differentiators. And in a world where customer-centricity matters more than ever, customer service-based metrics are more

Why Localisation is Key to Global Marketing

May 19, 2017 • Global Business, Marketing & ConsumersComments (0)

By Christina Comben Any marketing campaign is geared to capturing the minds and hearts of its target market. In a globalised marketing platform, Christina Comben highlights how localisation, as an investment, is one that will definitely pay off in the long