When does customisation increase customer satisfaction – or my curtains’ challenge

Customisation is one of those marketing ideas that look great in theory but don’t always work in practice.   The benefits of customisation include: For the firm: For the customer: Savings on product development time and costs Customer insight Access to certain skills Customer satisfaction Ability to charge higher prices Functional benefits – e.g., getting … Continue reading When does customisation increase customer satisfaction – or my curtains’ challenge

If Darwin were a marketer he wouldn’t publish in a top journal

‘If Darwin were a marketer he wouldn’t publish in a top journal’ – that’s the observation made by a member of the audience at a recent presentation on the criteria for publishing at top marketing publication, Journal of Marketing. In a refreshingly frank and pragmatic session, Professor Gary Frazier, editor of the Journal of Marketing, … Continue reading If Darwin were a marketer he wouldn’t publish in a top journal