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The impact of artificial intelligence on marketing strategies : Perspectives from Singaporean marketing practitioners

In: Strategic Direction 40 (2024) 8, pp. 11-13

writer who adds their own impartial comments and places the articles in context. Findings The study explored how marketers … challenges faced by marketers related to AI implementation. Originality/value The briefing saves busy executives, strategists …

Persistent link: https://www.econbiz.de/10015356024

Time to jump on the brandwagon?

In: Strategic Direction 18 (2002) 10, pp. 5-6

Brand perception, brand equity, brand awareness – the list is endless. Ask anyone in your organization to identify a strong brand and they will do so almost without thinking, citing names such as Coca‐Cola, Nike, Microsoft or McDonald’s. Then inquire as to what makes these brands so good...

Persistent link: https://www.econbiz.de/10015009619

B&Q's moves to target female customers : Beyond boys’ toys

In: Strategic Direction 21 (2005) 6, pp. 24-26

customers. Incredible as it seems, this has never been studied before but the insights gained are a wake‐up call for retailers …

Persistent link: https://www.econbiz.de/10015009916

The battle for marketing's future : Will rationality or intuition prevail?

In: Strategic Direction 22 (2006) 10, pp. 26-28

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Persistent link: https://www.econbiz.de/10015010076

“Designing‐in” sustainable behavior : A nudge in the right direction

In: Strategic Direction 24 (2008) 11, pp. 30-32

Purpose – The purpose of this paper is to show that he growing importance of “sustainable design” and reducing the environmental impact of products has seen the development of a relatively new practice based around “user focused” design principles. Design/methodology/approach –...

Persistent link: https://www.econbiz.de/10015010334

Why existing customers are so valuable

Bishop, Derek - In: Strategic Direction 25 (2009) 2, pp. 3-5

Purpose – In the current economic climate, attracting new customers is becoming even more challenging and so businesses … should now be looking within their business to understand the behavior of their existing customers. Design …/methodology/approach – Customer Service and Outsourcing Specialist Derek Bishop explains why it is crucial to explore the reasons why customers leave …

Persistent link: https://www.econbiz.de/10015010346

Up and running : Nike customers are the secret behind increasing value

In: Strategic Direction 25 (2009) 6, pp. 29-31

looks at Nike's examples of “value co‐creation”; how they were able to bring customers on board and develop real innovations … experience and increase affinity for the brand, but they also get in front of potential customers without going down the sales …

Persistent link: https://www.econbiz.de/10015010398

Emerging trends in the recovery marketplace (effect on the marketplace of the recovery from the global financial crisis)

In: Strategic Direction 26 (2010) 7

Persistent link: https://www.econbiz.de/10015011555

Marketing in the age of sustainability

In: Strategic Direction 26 (2010) 7

Persistent link: https://www.econbiz.de/10015011556

Producing customer happiness: the job to do for brand innovation

Norton, D.W. - In: Strategic Direction 27 (2011) 4

Persistent link: https://www.econbiz.de/10015011683