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...

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...

Designing Luxury Experience

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...

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,...

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...

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...

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...

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...

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...

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...
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