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...
Selling Illusory Joy: Emotions, Big Data and the Coming Retail Renaissance
By Christopher Surdak and Ed King
Today the world is awash in massive amounts of context-rich data. Whether it’s GPS position information, social media posts,...
Mobile Customer App Engagement Pays Off
By Peter Weill and Stephanie L. Woerner
The popularity of the smartphone has exploded, and continues to do so. The ever-growing usage of the latest...
The HUMAN Brand: How We Relate to People, Products and Companies
By Chris Malone & Susan T. Fiske
Social science research tells us that over 80 percent of our judgments can be predicted by fundamental warmth...
At Your Service: Management with HEART
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...
Why Localisation is Key to Global Marketing
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...
Solving Marketing’s Inventory Crisis
By Paul F. Nunes and Joshua Bellin
Just-in-time manufacturing was adopted shortly after World War II to save companies from drowning in excess inventory as...
Cross-Border Flows and Client Services
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...
Good Profits and Growth How Net Promoter Helps Companies Thrive in a Customer-Driven World
By Fred Reichheld, Rob Markey and Andreas Dullweber
Companies are now finding that the only path to sustainable growth lies through “good profits” and long-term...
Internationalisation in Online Retailing
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...
Measuring the Relative Weights of E-Marketing Tools for Online Businesses
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...
A New Model for the Future of Customer Relationships
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...
Hunter or Hunted? How Digital Media and GDPR Increases Importance of Inbound B2B Sales
By Laurence Minsky and Keith Quesenberry
Today, through prior digital and social media research, organisational buyers approach their vendor sales teams much more informed. Hence,...
After After-Sales: New Business Models Tempt, Fail Industry
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...
Reclaiming the Battlefield of Consumer Influence
By Paul F. Nunes and Joshua B. Bellin
Companies are increasingly finding their marketing messages contradicted – or worse, turned against them – by a...
Hidden Needs Analysis: Creating Breakthrough Products
An Interview with Keith Goffin
The clear identification of customer needs is a fundamental part of successful innovation and most organizations aim to develop a...
What is Brand Activation and Why Marketers and Consumers Should Care
By William Rosen and Laurence Minsky
Marketing, along with the market and all its innovations, is also imperatively evolving. In this article, the authors elaborate...
Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty
By Laurence Vincent
Though an act of pure fiction, there were three magical minutes of television that reminded many of us who make our careers...
Preparing for Uncertainty: How to use Creaction at Work
By Len Schlesinger and Charles Kiefer
In an excerpt from their book, Just Start: Take Action, Embrace Uncertainty, Create the Future, the authors Len Schlesinger...
Underdog Branding: Why Underdogs Win in Recessions
By Neeru Paharia, Anat Keinan, and Jill Avery
In response to difficult economic and social realities, firms can successfully both inspire, and increase their appeal...
Creative Strategy and the Business of Design
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...
The Challenge of Providing Excellent Customer Service
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...
You Must Own Your Reputation: Networking, Entrepreneurship and Reputation
By Jim Pulcrano
Reputation is owned by the people who gossip about you1.
This disquieting statement is by one of the preeminent researchers in the field...
Don’t Despair: Growth from Consumer Behaviour Change in Developed-Market Economies
By Paul F. Nunes, Sam Yardley & Mark Spelman
Mired in a period of low growth, developed economies are becoming increasingly tough places to do...
Mapping Human Behavior for Business
By Alexander Bentley, Mark Earls and Michael J. O’Brien
Brand data often show that “I’ll have what she’s having” is a better default setting than...
“I Can’t Help You:” The Dangers of Employees Disablement in the Social/Media Era
By Christopher Surdak
The quality of customer service has been steadily declining in recent years, but now that increasing digitisation has shifted more power to...
Personal Branding As Affective Regime
By Lionel Wee and Ann Brooks
This article critiques the idea of personal branding – from pointing out how it is currently popularised and relied...
Making China Your Top Priority
By Gong Li, Henry Egan and Andrew Sleigh
Companies have never had such an array of options when it comes to investment opportunities in the...
Successful Digital Transformation Starts with the Customer
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...
Brand Insights 4.0: An Effective Tool in the Hands of Brand Managers
By Steffen Schmidt, Frank Buckler, Nadine Hennigs, Matthias Rothensee, Levke Albertsen
A sophisticated Brand Insights 4.0 approach incorporating all elements of the analytical power of...
And They Lived Happily Ever After – The Value of Storytelling in Consumer-Brand Interaction
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...
Reinventing Professional Services: Building Your Business in the Digital Marketplace
By Ari Kaplan
The technological landscape has reshaped the way white collar workers cultivate and promote their businesses. This article offers insights on taking advantage...
Why You Need to Localise Now
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...
How To Catch A Moving Target in the Digital World
By Stijn Viaene
In this article, Prof. Stijn Viaene continues to shed light on the realities that executives and business leaders must face in the...
Writing the American Marketing and PR Playbook
By Jo Detavernier
Promoting products and services through marketing and PR is a very different ballgame in the United States compared to Europe. An integrated...
What the French Open can Teach Businesses about Branding
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...
Amazon, Just a Click Away from Luxury
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...
Why Emotions Are as “Soft” as Gold Bars (Making Money)
By Dan Hill
For brand-oriented consumers and leaders as well as your average worker, emotions matter. Emotions are central, not peripheral, to both marketplace and...
Luxury Brands Need to Reconcile Seven Dilemmas and Chart New Territory
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...
It Pays to be Nice
From the Editors
Ryanair’s 32% jump in their first-half year profits for this year is said to be down to Ryanair being nice to its...
Digital Advertising’s Wild West: Deciding Which Media Channel is More Effective is the Key
By Tahir Nisar
A digital advertising campaign may be stymied by the difficulty in attributing the value of online investment to various online channels such...
