SEO And Social Media: How To Use Both In A Successful Campaign
When generating a campaign of any sort for your business, it is important to look into how one can help the other to succeed...
5 Tips on How to Get the Most Out of Your Amazon Advertising
Advertising on Amazon opens up a world of possibilities for sellers. There are hundreds of millions of potential customers using Amazon to search for...
Ace with your marketing campaign with URL tracking
Nowadays, in those digitalized times when everyone is able to start a business within seconds, running marketing campaigns for your enterprise is almost obligatory....
How to take your brand digital
Recent statistics have shown that of all the platforms available for marketing, including television, radio, print and outdoor that it is digital that is...
Luxury Fashion Retailers are Turning to Concept Stores
The decline of the high-street is inescapable. Every town centre in the country has experienced it to some extent or other. The major contributing...
Amazingly Good Sales Pitch Examples
Let’s face it — selling is hard work. Convincing a prospective buyer to trust you and consider your offer can be extremely difficult. It’s...
Ways to Plan a Right Influencer Marketing Campaign
Are you annoyed because your influencer marketing campaigns seem to be failing?
Despite all of your input, the results you seek do not seem to...
The Business Benefits of Sending Out Thank-You Cards
One of the most influential resources for a business owner is repeat business. Repeat business is established through two main approaches: providing a product...
Understanding Consumer Touchpoints to Improve Your Business
Running a business can be difficult at times, which is why striving for better should always be at the forefront of everyone’s mind.
This is...
Will Customer and Business Interactions Disappear?
Many people think customer and business interactions have taken something off a backseat in some sectors due to the rise of online shopping and...
Copycats: Where Fashion and Pharmaceuticals Meet
By Gregory DeYong, Hubert Pun and Carol Lucy
Copycats are every industry’s nightmare. Consumers are becoming more budget-conscious and many start to favour generic products...
Revealed: The Display Advertising Trends of 2019
Advertising technology provider Bannerflow, has created an infographic revealing the four key trends affecting European display advertising in 2019.
Display ads continue to thrive in...
How Football Clubs Are Building Global Brand Equity
Some of the biggest brands in the world are football clubs. You only have to look at the insane amount of money some of...
Buying Market Share With Supply Chain
By Richard Markoff and Ralf W. Seifert
In an effort to meet customer demands and gain greater market share, companies offer non-monetary benefits in supply...
Why Printing is still Important in our Digital World
Technology has completely changed the way many businesses work, giving the team everything they need to do their job effectively at the touch of...
How Luxury Brands can benefit from Personality-based Branding
By Klaus Heine and Haibo Xue
Luxury brand management is identity–driven. Drawing on the concept of anthropomorphisation, Klaus Heine and Haibo Xue outline how to...
How Banks Grow Now
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...
Second-hand Luxury: Should Personal Luxury Brands Sell Pre-owned Products?
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...
5 Ideas to Set Up the Perfect Social Media Budget
Everybody has ideas to advertise, but some of them are not as successful as you may think. Also, spending lots of money on advertising...
Sound Business: Improving Your Audio ROI
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....
Storytelling Workshops: A Tool for Breakthrough Product Innovation
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...
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...
Big Data: The Deciding Element in Mobile Advertising Efficacy
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...
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...
The Three Types of Big Data That Matter for CMOs
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...
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,...
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...
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 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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
