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Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Case Study

This case study shows how STC, a telecommunications brand, successfully eased pressure from its customer services outlets in the KSA by launching a campaign that migrated its users towards a nocturnal support service app.

News

CHICAGO: Aditya Birla Group, the conglomerate, has seen tangible business benefits from using the Net Promoter Score (NPS) to gain a deeper understanding of its customers.

Article

This event report outlines how Aditya Birla Group, the Indian conglomerate, has used the Net Promoter Score (NPS) to deepen customer understanding.

Article

This article provides a best practice guide to setting up and getting the best from aData Management Platform (DMP), which allows businesses to collect, integrate, manage, segment and activate large volumes of customer data across marketing channels.

News

BOSTON: Banks around the world are having to restructure their operations in order to provide customers with the service they expect across both physical and digital channels, a new report suggests.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Article

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Article

This article examines why it is difficult for brands to become customer led and how they can start to make the transition.

Case Study

This case study explains how Teatreneu, a comedy theatre in Barcelona, Spain, introduced a 'pay per laugh' system to increase revenue.

Case Study

This case study explains how Swedish insurance company Trygg-Hansa used a humorous video to explain the impact of alcohol on swimming ability and reduce deaths by drowning.

Case Study

This case study shows how TSB, a financial services brand, improved brand metrics by adopting a purpose-led campaign that defined its business in the UK.

Case Study

This case study shows how Fitness First, a health club brand, used data segmentation to identify its core UK audience and provide a more tailored service.

News

COSTA MESA, CA: Customer satisfaction in the $360bn US home improvement market is driven by three factors which have significant impact on repurchase and recommendation, according to a new study.

Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.

News

SYDNEY/SINGAPORE: There is no doubt that innovation is important for winning over consumers, but customer centricity and good design continue to have the edge, according to two senior industry researchers.

Research Paper

This paper examines whether audio responses in surveys can be used to detect subconscious responses to questions in the Indian market.

Research Paper

This paper looks at the potential insights that can be gained from confronting the data gathered through machine learning with behavioural science principles.

Article

This article looks into why further investing in branding is important for B-to-B marketers as the lines between B-to-B and B-to-C continue to blur.

News

AUSTIN, TX: 1-800-FLOWERS.COM, the florist and gifting service, believes artificial intelligence (AI) will become a vital brand-building tool for reaching consumers across various platforms.

News

DUBAI: Amazon's acquisition of Souq promises to transform not just the online shopping experience in the Gulf, but also the offline as malls and bricks-and-mortar stores rethink their approach.

Article

This event report outlines how 1-800-FLOWERS.COM, the US florist and gifting group, is leveraging new technologies to engage consumers.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.