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...
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