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Marketing & Consumers
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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 them?   Digital leaders understand that being relevant once …

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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 • 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

At Your Service: Management with HEART

February 8, 2017 • STRATEGY & MANAGEMENT, SPECIAL FEATURES, Marketing & Consumers, Editors' Pick, Strategic SpotlightComments (0)

Interview with Rommel Gonzales The Bellevue Resort, Bohol, Philippines   “In the hospitality and airline industry, you are not selling rooms, nor selling airline seats. You are selling service.” A man with decades worth of experience in the

After After-Sales: New Business Models Tempt, Fail Industry

January 27, 2017 • STRATEGY & MANAGEMENT, Global Business, Marketing & ConsumersComments (0)

By Olaf Plötner The after-sales-based business models of industrial enterprises are endangered. Simultaneously, modern data-based technologies enable the development of complex service solutions – so called business models 4.0. Olaf Plötner, Dean of

How to Stand Out Online

December 7, 2016 • TECHNOLOGY, Marketing & Consumers, Social MediaComments (1)

By Dorie Clark Adapted from Stand Out: How to Find Your Breakthrough Idea and Build a Following Around It (Portfolio/Penguin 2015), this article discusses how networking and business development and professional development can all be efficiently done online.

A New Model for the Future of Customer Relationships

December 1, 2016 • STRATEGY & MANAGEMENT, Marketing & Consumers, Editors' PickComments (0)

 By Yoram (Jerry) Wind and Catharine Hays, with Alexa de los Reyes The fundamental relationships among brands, media, and people are being transformed at an unprecedented rate, necessitating a new definition of customer relationships. This article offers

And They Lived Happily Ever After – The Value of Storytelling in Consumer-Brand Interaction

November 28, 2016 • STRATEGY & MANAGEMENT, Global Business, Marketing & ConsumersComments (0)

By Klaus-Peter Wiedmann, Evmorfia Karampournioti and Nadine Hennigs Storytelling has become an essential element of the business environment to deliver information, manage conflicts, support team building processes, and create emotional bonds with a