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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...

Things to Implement in Your E-commerce Business to Get an Extra Edge

Making your e-commerce business stand out involves a complex interaction of many things. First off, it is never an easy process as the market...

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...

Market Your Small Business More Effectively Today

Small business owners need to be aware of how they can achieve marginal gains for their businesses. This is all about standing out and...

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...

The Brand-Building Canvas: How to Build a Business and a Brand in One...

By Klaus Heine Most entrepreneurs today do not just wish to make money, but also aim to serve a good purpose. They combine self-discovery with...

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...
women in leadership

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...

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,...
Executive Education

Marketing Lessons Luxury Wine Brands Teach us About Authenticity and Prestige

By Klaus Heine and Francine Espinoza Petersen Luxury brands have spent decades, and sometimes centuries, cultivating the perfect mix of authenticity and prestige to remain...

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