In the discussion about the paper “A Heteronomous Consumer Romance”, for the Tell Me a Story podcast, Mike Molesworth (who authored that paper) reflected on how the job of a marketer has changed as a result of the digitalisation of consumption. It’s a topic that Lee Quinn, Sally Dibb, Lyndon Simkin, Mathew Analogbei and I also discussed in the paper “Troubled Waters: The … Continue reading Developing professionals for the digital era
Tag: analytics
What’s stopping organisations with data-centric practices from benefiting from their IT-related investments?
One of the advantages of using Google Scholar to check how your (academic) outputs are being used is that, now and then, you bump into really interesting papers that build on your previous work. This is what happened, recently, when I received an alert that the paper "Conceptualising a digital orientation: antecedents supporting SME performance … Continue reading What’s stopping organisations with data-centric practices from benefiting from their IT-related investments?
The murky link between customer satisfaction and loyalty
Intuitively, it is easy to accept the claim that customer satisfaction leads to repeat purchases. After all, if you have a choice, why would you abandon a brand that has surpassed your expectations1; and why would you keep buying from a brand that has disappointed you? Happy customers buy again. Unhappy customers, move on. … Continue reading The murky link between customer satisfaction and loyalty
Ana Canhoto 