The first touchpoint is shifting. Customer acquisition increasingly starts inside an answer the brand does not write, assembled from an information ecosystem it only partly controls.
Sport creates unique emotional moments. So why digitize when everything is going well? Meriton Ceka on digital activation in sponsorship.
An article by Theo Lieven published in the journal “Frontiers in Psychology” talks about the connection between employee personality and brand strength.
What is the impact of motion picture communication? Does advertising effectiveness research need to be reoriented?
To overcome protectionism, firms need not to hide their origin but should actively use tailored marketing programs.
Banksy, Da Vinci and Beeple: Are record prices at international art auctions a mirror of artistic genius or the result of marketing?
The Institute for Marketing and Customer Insight and the Starrag Group presented the second “Christian Belz Award for Reality-Oriented Marketing Management” to Anna Selent at the Marketing Dialogue on 4 October.
Understanding the customer journey and continuously improving the customer experience are important success factors to be successful in online business. A case study from HAILO shows the impact of a data-driven approach.
Together with Promarca, we surveyed the status quo of direct-to-consumer (D2C) strategies in Switzerland. Learn more about the results.
This article explores the impact of blockchain on the platform economy and whether there are relevant blockchain applications with product/market fit.
What can sales managers learn from “The Art of War” by Sun Tzu? Find out in our article, published in the Marketing Review St.Gallen.
In the current Monitor Marketing and Customer Contact in the Corona Age, companies and interested parties will find a comprehensive compilation of the many impacts caused by Covid-19 on the retail sector, as well as recommendations for action and approaches for a recovery strategy.
The COVID19 crisis led to the closure of brick-and-mortar shops such as restaurants and bars. Many of these companies are therefore pursuing the option of direct business through, for example, home delivery or takeaway.
Cashierless stores are springing up all over the world. They range from mature, established concepts like Amazon Go to pilot projects like Saturn Express or Avec Box. In this study, the different concepts were examined.
The team led by Prof. Dr. Marcus Schögel examined the service spectrum of the Swiss platform landscape from the producer’s point of view.
The Institute for Marketing and Customer Insight conducted a comparative study on the state of digital platforms in Switzerland as part of the “Digital Marketing & Sales Channel Monitor”. The results illustrate the influence that international platforms such as Airbnb and Zalando have on customer access in Switzerland.
Our study reveals 5 underestimated success factors that enable effective collaboration with procurement in B2B business.
Just in time for the holiday season, the University of St.Gallen took a close look at the digital presence of tour operators. The websites and social media channels of the providers are often the first port of call for holiday tips, planning and booking.
In the current study “Swissness Worldwide 2016”, over 7900 people from 15 countries worldwide were surveyed to examine the image of products and services from Switzerland.
A comparative study by the University of St.Gallen shows a high brand presence in social media and a wide range of mobile services for household appliances.
Normally, Swiss watch manufacturers and German car brands undoubtedly benefit worldwide from their country of origin. However, a strong fit of country of origin and industry can also have negative consequences in certain customer segments.
