Skip to main content

Marketing

Sort by:

Marketing

The Four Types of Big Data That Matter for CMOs

David Dubois & Gilles Haumont

C-level executives lack a clear typology of the digital data that can help marketing strategists unlock value.
1 comment

Marketing

How Marketing Can Trick Our Brains

Hilke Plassmann & Liane Schmidt

Marketing cues can influence the neurobiology underlying our feelings and behaviour.
1 comment

Strategy

Amazon-Whole Foods Is Not About to Wipe Out Supermarkets

P. Padmanabhan & D. Lecossois

Amazon will gain access to new capabilities in retail, but the challenge to traditional supermarkets will come from elsewhere.

Marketing

How Your Firm Can Reignite Sales Growth

Connecting with a fundamental consumer concern can give your brand purpose and create a platform for long-term profitable growth.

Marketing

Two New Commandments of Customer Engagement

Mark Hunter, Luk Van Wassenhove & Maria Besiou

Fields as disparate as journalism and technology have a common route to success in the digital era.

Marketing

Drunk on Vodka and Marketing

Branding and advertising energy drinks as elixirs of sexual prowess and risk taking makes for a dangerous mixer with alcohol.
2 comments

Marketing

Consumers Who Lack Control Seek Functional Products

Andy J. Yap & Charlene Y. Chen

Framing a product as functional can appeal to those who feel a loss of control.

Marketing

Responding to “Fake News” in the Post-Truth Era

Accusations that have no basis in reality can be surprisingly damaging. But there are some ways to weaken them.
1 comment

Marketing

Using History to Motivate Change

Creative and entrepreneurial employees thrive on a sense of the organisational past.

Marketing

Why It’s So Hard to Reverse Food Supersizing

Understanding size perceptions can help make consumers more receptive to both downsizing and supersizing.

Marketing

Lessons in Digital Transformation from the Hotel Industry

Integrating content creation, curation and dissemination skills into business operations is a must to meet the challenges brought by e-disruptions.

Marketing

For a Healthy Holiday and a Merry New Year, Listen to Epicurus

Overeating is typical during the holiday season, but you can enjoy yourself more by eating less.

Marketing

Disrupting a Traditional Industry by Breaking its Rules

Joerg Niessing

An INSEAD alumnus takes on the global beverage business.
1 comment

Marketing

When Advertising is Just a Waste of Money

The tipping point when the unrestrained repetition of ads goes from informative to downright irritating.
1 comment

Responsibility

Customer Orientation Drives Environmental Innovation

Firms adopting environmental management practices are customer-oriented.
1 comment