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Marketing & Consumers
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How Banks Grow Now

November 20, 2018 • STRATEGY & MANAGEMENT, SPECIAL FEATURES, Finance & Economics, Marketing & Consumers, Delivering Innovation - Accenture Research, Editors' PickComments (0)

By Piercarlo Gera, Alessandro Secchi and Luca Gagliardi Spending on customer loyalty keeps going up, but returns are diminishing. This article will tackle how banks manage and integrate new techniques in keeping up with their customers’ needs and demands in order to maintain ties with their clients and achieve growth simultaneously in the fast-changing

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Second-hand Luxury: Should Personal Luxury Brands Sell Pre-owned Products?

November 19, 2018 • STRATEGY & MANAGEMENT, Marketing & Consumers, Business Model, Editors' Pick, Strategic SpotlightComments (0)

By Jean-Noël Kapferer As luxury brands seek to protect their symbolic capital and prestige, entering resale markets is a strategy to be carefully considered before diving into, JN Kapferer examines the challenges and opportunities for luxury brands to enter

5 Ideas to Set Up the Perfect Social Media Budget

October 30, 2018 • Marketing & Consumers, Social MediaComments (0)

Everybody has ideas to advertise, but some of them are not as successful as you may think. Also, spending lots of money on advertising very often won’t do the trick either and you’ll need to tune up your budget before engaging the unknown. Some of you may

Sound Business: Improving Your Audio ROI

September 19, 2018 • STRATEGY & MANAGEMENT, Marketing & Consumers, Strategic SpotlightComments (0)

By Steve Keller “What does your brand sound like?” The rise of smart speakers and voice interactive technology is forcing brands to answer that question. Though resolute in their belief that audio (and more broadly, audio branding) plays a fundamental

Storytelling Workshops: A Tool for Breakthrough Product Innovation

September 18, 2018 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (0)

By Evy Sakellariou, Keith Goffin, and Agnes Mariakaki New product development (NPD) is essential to companies and it is an area where our research shows that stories can be a tool to boost creativity. The Storytelling Workshop is an effective but

Luxury Brands Need to Reconcile Seven Dilemmas and Chart New Territory

September 18, 2018 • STRATEGY & MANAGEMENT, Global Business, Marketing & ConsumersComments (0)

By Dr Stéphane J.G. Girod With the fast-changing needs and tastes of today’s consumers, how would luxury brands keep their products relevant and desirable? In this article, the author sheds light on the dilemmas facing the luxury sector and poses questions

Big Data: The Deciding Element in Mobile Advertising Efficacy

July 3, 2018 • TECHNOLOGY, Marketing & Consumers, Business Mobility & E-CommerceComments (1)

By Nidhi Prakash In the age of analytics, how would advertisers take full advantage of the growing potential of big data? In this article, the author elaborates on various applications of data science in advertising which can help advertisers strategically

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

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