Marketing & Consumers
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 specific and practical guidelines for brands to understand, develop, and improve all points of
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.
By Johannes Habel Many companies draw the wrong conclusions from their customer surveys. There is a simple method that can provide a remedy, leading to better decisions.
Click here to download your free copy of the Female Leadership in Our Time ON GENDER AND CAREER CHOICE I don’t think that gender was in any way a disadvantage for me when it came to choosing my profession. I had always wanted to be in
By Christina Comben If you do business on a global scale, with multilingual and multicultural clients, you should be localising your marketing message to your target audience.
By Moritz Hahn and Niccolò Pisani Online retailing is clearly on the rise. In this article the authors offer a snapshot of the current status of online retailing and provide insights on how differences between countries play a fundamental role in shaping
By Klaus-Peter Wiedmann, Franziska Labenz, Janina Haase and Nadine Hennigs A growing trend in luxury tourism is the consumer’s desire for highest levels of customer service and full range travel experiences that combine first class transport, excellent