From Great to Gone

By Peter Lorange and Jimmi Rembiszewski New consumers demand a new breed of innovations in the products and services they are using. Below, Peter Lorange...

Building Capabilities in Segmentation Implementation

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...

Franziska Gsell, CMO, IWC Schaffhausen

We women should not take such gender biases too seriously and put limitations on our career choices and ourselves. Franziska Gsell majored in Business Administation...

How to Stand Out Online

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...

The Need For Reputation Management Capabilities

By Daniel Diermeier Maintaining a strong reputation is critical for a company’s sustained success. Yet, almost every day a new crisis makes the headlines. These...

Gamifying E-Commerce: Gaming and Social-Networking Induced Loyalty

By Yasmin Razavi, Bernard Ho and Mark S. Fox Introduction and Motivation Customer loyalty has been an ongoing concern of retail companies and with the...

Marketing Strategies for a Digital World

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...

Managing Customer Satisfaction Better

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...

Global Brand Power Experiential Positioning of A Brand

By Barbara E. Kahn Building a strong global brand is all about creating that unique position in the market. Here Barbara E. Kahn illustrates the...

Soothe Your Senses: A Multisensory Approach to Customer Experience Management and Value Creation in...

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...
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