Marketing & Consumers
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 than just a box-ticking exercise: in a very real sense, they are milestones on the journey towards
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
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
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
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.
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
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
By Joerg Niessing Running a business in this digital era is truly challenging. And in light of this, Joerg Niessing shares the three chief takeaways for digital players about Telenor Banka’s story and importantly, discusses that customer experience should
By Douglas Davis Creatives get various demands and design requests from clients, but there’s this exact same request hidden in all of it: “Solve my problem.” In this article, Douglas Davis explains the need to explore the words behind the pictures and
By Lionel Wee and Ann Brooks This article critiques the idea of personal branding – from pointing out how it is currently popularised and relied on the mythical notion of “true self” to being regarded as an effort for an affective regime.