Marketing & Consumers
Category Archive

Building Capabilities in Segmentation Implementation

May 22, 2014 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (1)

By Adina Poenaru, Paul Baines, and Hugh Wilson Segmentation is central to marketing strategy but implementing it is fraught with challenges. In this article, Paul Baines, Adina Poenaru and Hugh Wilson explain why managers should reconsider the use of segmentation and how to ensure its successful implementation. You might also like: Reinvention: Critical to

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Designing Luxury Experience

May 21, 2014 • STRATEGY & MANAGEMENT, Marketing & Consumers, Editors' PickComments (6)

By Vadim Grigorian and Francine Espinoza Petersen In luxury brand management, experiences are essential. However, most of what we know about designing customer experiences originates from work developed with and/or for mass brands. Luxury brands are

Marketing Strategies for a Digital World

March 4, 2014 • TECHNOLOGY, Marketing & Consumers, Social MediaComments (0)

By Eric Greenberg and Alexander Kates In an increasingly digital age, organizations are being rapidly educated about the importance and scale of digital channels, and the colossal impact these platforms have on the modern consumer. Below, Eric Greenberg and

Cross-Border Flows and Client Services

March 3, 2014 • SPECIAL FEATURES, Global Business, Marketing & ConsumersComments (0)

By David Bartlett, RSM International This article examines the impact of cross-border flows on client demand for accounting and consulting services. The findings of this study were presented at the RSM World Conference in Amsterdam in October 2013. You might

The HUMAN Brand: How We Relate to People, Products and Companies

November 8, 2013 • SUSTAINABILITY & ETHICS, Marketing & ConsumersComments (0)

By Chris Malone & Susan T. Fiske Social science research tells us that over 80 percent of our judgments can be predicted by fundamental warmth and competence perceptions. Below, Chris Malone and Susan T. Fiske discuss how the application of warmth and

A Framework for Organizational Storytelling

November 8, 2013 • STRATEGY & MANAGEMENT, Marketing & Consumers, Emerging IdeasComments (2)

By Janis Forman Taken from chapter 2 of Storytelling in Business: The Authentic and Fluent Organization, this excerpt focuses on the importance of authenticity, the foundational element of the book’s research-driven framework for organizational

Four Truths About Marketing Lady Gaga

August 8, 2013 • STRATEGY & MANAGEMENT, INNOVATION, Women in Leadership, Marketing & Consumers, Editors' Pick, Social MediaComments (10)

By Mathieu Deflem ‘There can be no fame attained, nor any accompanying revenue acquired, in any career based on artistic or other intrinsically valid accomplishments that is not also supported by an appropriate infrastructure. Even Mozart had to eat. And

Measuring the Relative Weights of E-Marketing Tools for Online Businesses

May 9, 2013 • TECHNOLOGY, Marketing & ConsumersComments (0)

By Kin Meng Sam & Chris Chatwin E-marketing strategy is normally based and built upon the traditional 4Ps (Product, Price, Promotion and Place), which forms the classical marketing mix. However, e-marketing’s uniqueness can be created by using a series

Don’t Despair: Growth from Consumer Behaviour Change in Developed-Market Economies

May 9, 2013 • STRATEGY & MANAGEMENT, INNOVATION, Global Business, Marketing & Consumers, Delivering Innovation - Accenture ResearchComments (0)

By Paul F. Nunes, Sam Yardley & Mark Spelman Mired in a period of low growth, developed economies are becoming increasingly tough places to do business. Fortunately, while the overall size of markets may be stagnant or even shrinking, individual consumers

Luxury is a necessity in People’s Republic of China: Social Rejection of New Wealth in the Socialist Market Economy

January 11, 2013 • Global Business, Marketing & Consumers, Editors' PickComments (0)

By Pierre Xiao Lu   Research Phenomena China is the second largest market for luxury goods in the world, behind the US and before Japan1. More than half of exported Swiss made watches are currently sold to the Chinese. Mercedes sold 193,339 of their cars