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...
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...
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...
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...
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...
A Framework for Organizational Storytelling
By Janis Forman
Taken from chapter 2 of Storytelling in Business: The Authentic and Fluent Organization, this excerpt focuses on the importance of authenticity, the...
Four Truths About Marketing Lady Gaga
By Mathieu Deflem
‘There can be no fame attained, nor any accompanying revenue acquired, in any career based on artistic or other intrinsically valid accomplishments...
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...
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...
Luxury is a necessity in People’s Republic of China: Social Rejection of New Wealth...
By Pierre Xiao Lu
Research Phenomena
China is the second largest market for luxury goods in the world, behind the US and before Japan1. More...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
TOP READS OF THE WEEK
GenAI: Prompting A Better Marketing Strategy
By David Dubois and Joerg Niessing
Amid the rise of GenAI, executives must master prompt crafting to optimize their marketing and sales strategies.
In the ever-evolving world of digital marketing, the ability to craft impactful, audience-centric...
Navigating the New Frontier: Embracing Talent 5.0 While Paving the Way for Talent 6.0
By Iolanda Triviño, Simon L. Dolan, and Pedro Cesar Martinez
In the changing world of employment, it's more important than ever to understand the shifts in talent dynamics that are defining our future as organizational...
LATEST FROM OUR COLUMNISTS
Navigating the New Frontier: Embracing Talent 5.0 While Paving the Way for Talent 6.0
By Iolanda Triviño, Simon L. Dolan, and Pedro Cesar Martinez
In the changing world of employment, it's more important than ever to understand the shifts in talent dynamics that are defining our future as organizational...
