Inspiration and Insights
Some thoughts and inspirations on leadership, team, and organizational development.
The most important battles on the way to purchase
Jan Carlzon, President of Scandinavia Airline, wrote a book entitled "Moments of Truth" in 1986. The basic idea of the book is that decisions are...
Marketing science and the Chinese buyer
Marketing science deals with the fundamental principles and laws of marketing, both on the purchasing side and on the sales side. Its aim is...
MBA thesis on marketing performance and marketing science
In March 2015, I completed my MBA thesis on "Marketing Performance - Improving core marketing activities through empirical consumer and shopper insights in the...
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The future of marketing is here: insight-driven and in real time
Consistent, seamless customer experience management involves a high degree of complexity, including large product portfolios, many touchpoints and multiple channels. Consumers expect a consistent...
The basics of BASES: Design for simulated test marketing
In most companies, product development concepts are tested for market potential before they are launched. Since many marketers (and their bosses) rely heavily on...
The basics of BASES: Designing for Simulated Test Marketing
In most companies product development concepts are tested on their market potential before going into market. Since many marketeers (and their bosses) heavily rely on...