Must win battles on the path to purchase
Jan Carlzon, president of Scandinavia Airline, wrote a book titled 'Moments of Truth' in 1986. The basic idea of the book is that decisions are...
Marketing Science and the Chinese Shopper
Marketing Science deals with the fundamental principles and laws of marketing, the side of buying and the side of selling. Its goal is to...
MBA thesis on Marketing Performance and Marketing Science
In March 2015, I completed my MBA thesis on "Marketing Performance - Improving marketing core activities through empirical consumer and shopper insights in the FMCG...
The future of marketing has arrived: insight-driven & real-time
Consistent, seamless Customer Experience Management involves a high degree of complexity, including large product portfolios, many touch points and multiple channels. The consumer expects...
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...