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The explosion of available data has created much excitement among marketing practitioners about their ability to better understand the …
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The synergistic use of computer science and marketing science techniques offers the best avenue for knowledge development and improved …
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Increasing global digitalization brings huge amounts of data. Finding a successful way to handle all this data and to transform it into …
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Many companies seek to take over more responsibility for their supply chain and their raw materials. Intel was one of the first companies …
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Certain strategies can help minimize the gap between consumers’ willingness to purchase items and their moral standards in respect to fai...
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Being one of the biggest and most successful players in the chocolate business, there is no way around the topic of responsibility for …
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Doing good does not necessarily imply doing well for a company. Ironically, in the case of green products it can even be quite the contrary.
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Leading companies succeed in creating social value at the same time as generating economic returns...
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CSR activities such as charitable giving, environmental programs and ethical practices can motivate frontline employees. One of the key …
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Social initiatives that make a difference for the consumers are able to win consumers’ hearts and build close and lasting relationships.
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Business value and social or environmental values can go hand in hand. If companies not only create socio-environmental value by caring …
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User Experience, UX, Service Design, Interaction
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The VW Beetle, Apple, Porsche … many iconic brands have reached their status with groundbreaking designs. But what makes these designs so sp
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Research on the effect of design has tended to emphasize the aesthetic dimension of product form and its global, spontaneous, and even un...
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How do you realistically assess the success potential of innovative products? This task is quite challenging because the Average Joe general
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Many companies incorporate design into their processes much too late and work sequentially instead of in an integrated manner. If, howev...
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Consumers construct and maintain self-concepts through the use of branded consumer products. Yet product choice not only reflects an act...
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Consumers purchase products with the objective of reducing pain, increasing pleasure or both. Product aesthetics primarily contribute to ...
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The success stories of design-oriented companies like Apple, Audi or Nike have put design on the agenda in many marketing departments. Co...
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TV advertising, Advertising Effect, Marketing ROI, Long-Term Effects
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Even if you measure a lot, you can’t measure everything. Be it for a lack of available data, for instance, in some developing countries o...
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While some marketing tactics such as price promotions have mostly short-term effects, others such as advertising have both a short- and a...
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In integrated marketing, the effectiveness of each activity depends upon all other branding activities when synergies are sought. Synerg...
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Unlike a couple of decades ago, today the majority of firms’ value is in intangible assets. The majority of these intangibles are the pr...
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