Balancing compliance and marketing relationships in the air travel industry

If you have flown in and out of the UK in the last couple of years, you might have noticed that you need to provide your passport details well ahead of travel. Yet, you don’t have to do this when you travel between other destinations, say between Lisbon and Paris. The reason you need to … Continue reading Balancing compliance and marketing relationships in the air travel industry

Graduation day

This morning my (former) PhD student, Faten Jaber, graduated – Dr Faten Jaber, actually. What a talented and incredibly driven young woman. I am so proud of her. Dr Jaber investigated the factors that affect successful adoption of Customer Relationship Management systems across different industries. The quality of her work was recognised at the Academy … Continue reading Graduation day

Challenges of using social media in target marketing

I wrote before about the findings from research conducted by myself, Moira Clark and Paul Fennemore on how social media enables organisations to obtain very detailed insight about markets and target customers, and to deliver tailored propositions. However, at the moment, there are still a number of challenges preventing organisations from achieving the potential value … Continue reading Challenges of using social media in target marketing

I am writing about customer selection during an economic recession

... but at the rate at which this paper is progressing, the recession will be well and truly over before the paper is done. It's not even the case that I do not like the topic. I do. Very much, indeed. It's a really interesting take on the question of what makes a customer good … Continue reading I am writing about customer selection during an economic recession

Benefits of using social media in target marketing

The practice of profiling the different needs and preferences of customers in a market, in order to decide which groups to focus on and how best to serve them, is a well established one in marketing. The process may be broadly divided in three steps, namely: Moira Clark, Paul Fennemore and myself set out to … Continue reading Benefits of using social media in target marketing

New paper: Segmentation practices in the age of the social customer

I am delighted to let you know that the paper ‘Segmentation practices in the age of the social customer’, which I co-authored with Moira Clark and Paul Fennemore, has been published in the Journal of Strategic Marketing. It is available here. The paper reports on research that we conducted into whether traditional segmentation approaches are … Continue reading New paper: Segmentation practices in the age of the social customer

Data collection? There is an app for that

I guess it was only a matter of time. There are apps for virtually any aspect of our personal and professional lines. So, I suppose that it was only a matter of time for a researcher to come up with an app to help with data collection. The researcher is Dan Ariely, a behavioural economist … Continue reading Data collection? There is an app for that