Offering high levels of customisation may actually be a bad idea

The marketing literature emphasises the role of the customer in co-creating value with the firm, as opposed to being a passive recipient of value at the end of a transaction. This can be achieved a posteriori, when the customer adds something to the product to make it more valuable for him or herself (for instance, when … Continue reading Offering high levels of customisation may actually be a bad idea

Customers that suffered to get your product value it more than those that didn’t

I am (finally) reading the book Mistakes were made (but not by me) by Carol Travis and Elliot Aronson (affiliate link), which explores why people find it hard to accept responsibility for mistakes. There is an interesting section in the book, where authors report on findings from psychological experiments that show that: ‘(I)f people go … Continue reading Customers that suffered to get your product value it more than those that didn’t

Cheat sheet for campaign planning

Here is something that I prepared for my students, to help them decide what media to use for different types of marketing campaigns, and what message to focus on. I thought it might be useful for you, too. If you like this cheat sheet, please share, and do let me know by clicking like or leaving … Continue reading Cheat sheet for campaign planning