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Articles 1 - 30 of 36
Full-Text Articles in Marketing
“No More Uncle” And Gender-Neutral Marketing, Singapore Management University
“No More Uncle” And Gender-Neutral Marketing, Singapore Management University
Perspectives@SMU
How Asian men’s beauty care is shaping conception of masculinity and gender-neutral marketing
China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan
China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan
Perspectives@SMU
A wave of deal-making in China’s hotel investment sector is expected to encourage more independent hotels to rebrand as chain affiliates
Why Companies Need To Be Authentic About Brand Activism, Singapore Management University
Why Companies Need To Be Authentic About Brand Activism, Singapore Management University
Perspectives@SMU
Companies looking to engage in brand activism need to be authentic in their campaign otherwise they run the risk of consumer backlash
How Do You Measure A Brand’S Value?, Samir Dixit
How Do You Measure A Brand’S Value?, Samir Dixit
Perspectives@SMU
There is an ISO standard, and a brand could be worth more than you initially thought
The Evolving Chinese Luxury Consumer, Rane Xue, Xiaolei Gu
The Evolving Chinese Luxury Consumer, Rane Xue, Xiaolei Gu
Perspectives@SMU
Chinese who travel frequently or have lived abroad will shape the perception and understanding of luxury consumption going forward
Gucci: Steering Into The Post-Covid Era, Singapore Management University
Gucci: Steering Into The Post-Covid Era, Singapore Management University
Perspectives@SMU
Marco Bizzarri and Alessandro Michele proved there is life after Tom Ford. COVID-19 could yet make Gucci’s revival a short-lived one
For Him It Rains, For Her It Pours: How Weather And Gender Impact Consumption, Singapore Management University
For Him It Rains, For Her It Pours: How Weather And Gender Impact Consumption, Singapore Management University
Perspectives@SMU
Marketers and business managers benefit from knowing why weather may be associated with increased consumption, and how this process may differ across men and women, according to UNSW Business School research
Remaking Retail In The Time Of Covid-19, Singapore Management University
Remaking Retail In The Time Of Covid-19, Singapore Management University
Perspectives@SMU
Short of the successful development of a COVID-19 vaccine, the sight of retail stores re-opening for business is probably the best mood lifter. Not only do lockdown-weary consumers reclaim some vestige of normalcy, businesses reeling from months of decimated income can stem the red ink and perhaps even get back into the black.
Can Influencer Marketing Make Herbal Tea Cool?, Singapore Management University
Can Influencer Marketing Make Herbal Tea Cool?, Singapore Management University
Perspectives@SMU
A Singapore-based influencer marketing platform is tasked with the equivalent of trying to “sell bell-bottoms to Millennials”
Marketing: It’S All About The Experience, Singapore Management University
Marketing: It’S All About The Experience, Singapore Management University
Perspectives@SMU
Experiential marketing delivers high recall. You can now even do it with blockchain
The Perception Of Variety, Singapore Management University
The Perception Of Variety, Singapore Management University
Perspectives@SMU
CUHK research shows that superficial features such as readability can influence variety perceptions
Location, Location, Location? Not Any More, Singapore Management University
Location, Location, Location? Not Any More, Singapore Management University
Perspectives@SMU
The retail industry faces a future where convenience and value-added services will be the deciding factors
How Some New Products Succeed While Others Flop, Singapore Management University
How Some New Products Succeed While Others Flop, Singapore Management University
Perspectives@SMU
The Ford Edsel, the Apple Newton and New Coke are all well-known examples of product launch failures.
Luxury Branding For Asia, Singapore Management University
Luxury Branding For Asia, Singapore Management University
Perspectives@SMU
Asian brands must aim to be aspirational; having employees who really understand the brand is crucial
“Woke” Advertising And The Best Men Can Be, Singapore Management University
“Woke” Advertising And The Best Men Can Be, Singapore Management University
Perspectives@SMU
Gillette’s latest ad has generated lots of conversation. But has the world’s largest shaving products brand lost more than it has gained?
Operating A Digital Marketing Agency Out Of China, Singapore Management University
Operating A Digital Marketing Agency Out Of China, Singapore Management University
Perspectives@SMU
Mobile Now has to contend with the Great Firewall of China but the opportunities for growth outweigh the technical obstacles
Nostalgia Makes Us More Patient, Singapore Management University
Nostalgia Makes Us More Patient, Singapore Management University
Perspectives@SMU
Want to make customers more willing to wait? Create a nostalgic experience for them, a new study by CUHK Business School suggests.
God’S Will, The Matrix, And The Chinese Bamboo Tree, Singapore Management University
God’S Will, The Matrix, And The Chinese Bamboo Tree, Singapore Management University
Perspectives@SMU
Suresh Shankar took the figurative red pill, went down the entrepreneurial rabbit hole and discovered the need to mesh the right-brain with the left
When Hippo Used Twitter To Manage Its Supply Chain, Singapore Management University
When Hippo Used Twitter To Manage Its Supply Chain, Singapore Management University
Perspectives@SMU
The Indian snack brand inspired its customers to be advocates
What Makes Consumers Use Their Loyalty Points?, Singapore Management University
What Makes Consumers Use Their Loyalty Points?, Singapore Management University
Perspectives@SMU
Companies are utilising loyalty programs more often than ever to retain customers and boost sales. But not all of them are successful. What makes people spend their points and stay loyal to a program? A research by the Chinese University of Hong Kong (CUHK) Business School has the answer
An Entrepreneur's Journey In The Food Services Industry, Singapore Management University
An Entrepreneur's Journey In The Food Services Industry, Singapore Management University
Perspectives@SMU
Desmond Lee grew a three-man startup into a S$20 million operation by adapting to market trends
Why You Should Add Entrepreneurs To Your Board, Singapore Management University
Why You Should Add Entrepreneurs To Your Board, Singapore Management University
Perspectives@SMU
The markets love successful entrepreneurs – investors follow them and back them with their money.
Simpliflying: From Blog To International Consultancy, Singapore Management University
Simpliflying: From Blog To International Consultancy, Singapore Management University
Perspectives@SMU
Shashank Nigam grew a passion for aviation into an international marketing agency.
The Brand Supremacy, Singapore Management University
The Brand Supremacy, Singapore Management University
Perspectives@SMU
Understand your customers’ goals and build an image that is strongly associated with the goal, and you shall have brand success
The Art Of Power Selling, Singapore Management University
The Art Of Power Selling, Singapore Management University
Perspectives@SMU
Generating market awareness and qualified leads is critical to sales success and it need not be as hard or expensive as you might think.
Would You Pay Extra To Support A Local Brand?, Singapore Management University
Would You Pay Extra To Support A Local Brand?, Singapore Management University
Perspectives@SMU
Global has more appeal but there is a home-country advantage
Social Marketing: Delivering On Passion, Singapore Management University
Social Marketing: Delivering On Passion, Singapore Management University
Perspectives@SMU
Focus on your audience’s desire and motivations, and deliver your product’s unique proposition with every interaction on social media
How To Nurture A Successful Start-Up, Singapore Management University
How To Nurture A Successful Start-Up, Singapore Management University
Perspectives@SMU
Sir Terry Matthews calls himself "the most persistent S.O.B. you'll ever meet in your life". That persistence has made him a billionaire. He distills four decades of entrepreneurial wisdom down to three points: finding the right team; hire a retired auditor; and insist on quarterly reports.
Branding Your Company, Singapore Management University
Branding Your Company, Singapore Management University
Perspectives@SMU
You need to understand what your brand stands for before building it
Finding Answers In Digital Media Research, Singapore Management University
Finding Answers In Digital Media Research, Singapore Management University
Perspectives@SMU
It is a different ball game altogether when measuring the effectiveness of an online advertisement than that of print and broadcast