Marketing & Advertising |
Joerg Niessing, INSEAD Affiliate Professor of Marketing

Listening tools can help companies determine social media ROI in terms of real financial impact. But this only works if consumer sentiment is part of a more holistic marketing mix model.

Strong rapport between a firm and its client can be beneficial to both, but when a competing firm is brought into the equation...

Marketing & Advertising |

Digital media has given luxury customers more power than ever before to shape the image of the brands they follow. How can these brands translate their heritage and historical image into content that will resonate with the hyperconnected consumer...

Economics & politics |

The current expansion is already longer than the average post-war business cycle. But what does the data tell us about the chances of an impending recession?

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