What makes a customer ‘good’?

Customers differ in the value that they generate for the firm. Some generate revenues well above the costs of serving them. Others, a net loss. Others, still, are outright disruptive, engaging in behaviour that is very costly to the firm. Accordingly, the marketing literature (particularly, in the field of relationship marketing) recommends that managers should … Continue reading What makes a customer ‘good’?

Consumer trends report (free) by Mintel

Famed market research company, Mintel, published a very interesting report outlining what they see as the five key consumer trends most likely to impact the market (and marketing), in 2016. Here is a brief summary of the key trends discussed in the report. Water shortages across the world will impact on the availability and … Continue reading Consumer trends report (free) by Mintel

February 2016 round-up

I am writing this post from Malta, where I am visiting as part of my post as Chair in Digital Marketing. It is the perfect ending to what was a very convoluted month, in the sense that it is bringing my mind back to research and, in particular, the impact of digitalisation on marketing. I … Continue reading February 2016 round-up

Should marketers create gender targeted products?

I saw the question in the title of this blog post on a professional discussion forum. Here is my reply. As a marketer, the obvious answer is to give your customers what they want. If they want differentiated products, differentiate. If they don’t, then offer gender neutral products. For instance, due to social conventions, … Continue reading Should marketers create gender targeted products?

What do Facebook and Youtube have in common with 19th century cameras?

Many of us may worry that less than flattering images about ourselves will find their way to Facebook or Youtube. I know I do. After all, most people have a camera on them, all the time (their phones). And it only takes a few clicks to post a picture or video online. So, it … Continue reading What do Facebook and Youtube have in common with 19th century cameras?

Why do women pay extra for products?

In the UK, as in the US, women routinely pay more for the same, or identical, products marketed at men. The difference, which is sometimes referred to as the pink tax, can range from a few percentage points, to twice as much. Sometimes, the only difference is that the product is pink; other times, not … Continue reading Why do women pay extra for products?

6 questions to ask yourself before starting a PhD

One of the most popular posts on this blog is a piece that I wrote, back in July 2010, with some advice for people considering a PhD. I decided to revisit it, and write an updated post with my top tips of questions to ask yourself before you start your PhD (because, as someone said, … Continue reading 6 questions to ask yourself before starting a PhD

No digital marketing, please; just marketing, says @markritson

I still remember my marketing classes with Professor Mark Ritson, during my MBA programme at London Business School. They were very entertaining, but also very challenging. Mark Ritson was not afraid to question well accepted beliefs, or dispel marketing myths, in very direct (and, often, colourful) terms. So, when I found Mark Ritson on Twitter … Continue reading No digital marketing, please; just marketing, says @markritson

Day in the Life of an Academic #4: No, I am not on holiday

Classes ended last week and, already, I have lost count of the number of times someone asked if / said that I am now on holidays. So, I thought I should do a “day in the life” post, to give you a glimpse of what an academic gets up to outside of term time. … Continue reading Day in the Life of an Academic #4: No, I am not on holiday