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Full-Text Articles in Business
Digital Red Packets And The Power Of Sharing Online, Singapore Management University
Digital Red Packets And The Power Of Sharing Online, Singapore Management University
Perspectives@SMU
Research study finds that digital red packets are most useful as a tool for companies to gain new and retain existing customers when they are allowed to be shared on social media
Luxuriously Succeeding In China, Singapore Management University
Luxuriously Succeeding In China, Singapore Management University
Perspectives@SMU
To succeed, luxury brands in China must speak to the aspirations and yearnings of young Chinese and help them become a “better me"
Crazy Rich Asians: Bringing Americans To Singapore, Singapore Management University
Crazy Rich Asians: Bringing Americans To Singapore, Singapore Management University
Perspectives@SMU
The Singapore Tourism Board hit jackpot with the film, but is Hollywood's depiction of the island accurate?
Building The Green Movement, Singapore Management University
Building The Green Movement, Singapore Management University
Perspectives@SMU
Changing hearts and minds on plastics is key to a green future. Businesses can take the lead
“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?
It’S All About The Commercial Experience, Singapore Management University
It’S All About The Commercial Experience, Singapore Management University
Perspectives@SMU
Making the buying experience enjoyable is key to success in the smartphone era
Hard Discounters: Underestimate At Your Own Peril, Singapore Management University
Hard Discounters: Underestimate At Your Own Peril, Singapore Management University
Perspectives@SMU
A combination of high quality products and low prices have beaten Walmart twice; hard discounters are coming for Asia
Bling And Breakfast At Tiffany’S: Refreshing A 181-Year-Old Brand, Singapore Management University
Bling And Breakfast At Tiffany’S: Refreshing A 181-Year-Old Brand, Singapore Management University
Perspectives@SMU
‘Everyday luxury’ brings the venerable American luxury brand to a younger audience. Embracing digital marketing and social media is key to cultivating a new generation of lifelong customers
How A Blender Smashed The Secret Of Going Viral, Singapore Management University
How A Blender Smashed The Secret Of Going Viral, Singapore Management University
Perspectives@SMU
A $50 campaign gained six million YouTube views in five days.
The Importance Of Search Engine Optimisation, Singapore Management University
The Importance Of Search Engine Optimisation, Singapore Management University
Perspectives@SMU
Good SEO is a business necessity in the Digital Age but not everyone needs in-house SEO expertise; sometimes it makes more sense to hire an agency
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
Spot(Ify) On: Streaming Music And Revenue, Singapore Management University
Spot(Ify) On: Streaming Music And Revenue, Singapore Management University
Perspectives@SMU
The Swedish music service is accumulating technical know-how and gaining customers at the forefront of the streaming revolution
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
Shopper Marketing: Moving Online, Singapore Management University
Shopper Marketing: Moving Online, Singapore Management University
Perspectives@SMU
The advent of smartphones have changed the way advertisers induce shoppers to buy
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
Unilever Platinum Stores: Building A Brand For The Community, Singapore Management University
Unilever Platinum Stores: Building A Brand For The Community, Singapore Management University
Perspectives@SMU
Unilever's idea of assisting the owner of a flood-stricken mom and pop shop in Thailand has blossomed into a plan that seeks to benefit the local community
Advertising In The Digital Age, Singapore Management University
Advertising In The Digital Age, Singapore Management University
Perspectives@SMU
Algorithms, big data and real-time computing are revolutionising the advertising industry, but brands still need to be clear about their business objectives to maximise advertising returns
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
Keys Of The Consumer Kingdom, Singapore Management University
Keys Of The Consumer Kingdom, Singapore Management University
Perspectives@SMU
Putting a name to a face opened the door for marketers in the Philippines. An unexpected bonus was high employee engagement .
When The Brands Fail, Singapore Management University
When The Brands Fail, Singapore Management University
Perspectives@SMU
Good branding can help companies, but it can inflict serious damage when things go wrong
Coke’S Secret Ingredient: The Power Of Storytelling, Singapore Management University
Coke’S Secret Ingredient: The Power Of Storytelling, Singapore Management University
Perspectives@SMU
Coca-Cola was a product developed during the manufacturing era of the second industrial revolution. In its 120-year history, the world has changed. How does Coca-Cola compete and stay relevant in the 21st century with technology brands like Google and Facebook dominating people’s attention? According to Leonardo O’Grady, Director ASEAN Integrated Marketing & Communications, Coca-Cola Asia Pacific, the key to success is engaging the market with great story-telling.
Once More With Feeling …The Art Of Wooing The Public, Singapore Management University
Once More With Feeling …The Art Of Wooing The Public, Singapore Management University
Perspectives@SMU
Public relations is an art, declares Rose Tan, the doyenne of Singapore’s own sports public relations industry. And although it’s changing rapidly as communications cross multiple platforms, it’s still something that needs to come from the heart.
Why The Dog Ate My Newspaper!, Singapore Management University
Why The Dog Ate My Newspaper!, Singapore Management University
Perspectives@SMU
Singapore Press Holdings (SPH) rolls out its ‘Peel and Taste’ campaign. Multi-sensory marketing campaigns — which integrate at least one of the five senses into the marketing programme — are here to stay in the marketing industry, says Geoff Tan, SPH’s senior vice president and head of Strategic Marketing, of the trend which could see readers (or the family dog retrieving the paper) getting a taste of newly-launched food products in their favourite newspaper.