Nilewide Marketing Review articles from December 2004

Nilewide Marketing Review archives from December 2004

Customer equity revisited.
December 5, 2004... Analysis The late 90s may have been the glory days for the promoters of CRM software but, despite the billions lost due to the failure of so many projects, CRM is seeing a resurgence of interest. Along with it there is a renewed interest...

The path of life.
December 12, 2004... Western societies seem to be obsessed with choice and many claim choice is the raison d'etre for marketing. Yet the reality of our lives is that many choices mean change and we tend to want to avoid change. Nowhere is this more clearly seen...

Customers don't like mergers.
December 12, 2004... As mergers and acquisitions continue apace in many countries, it should be a sobering thought for investors and senior managers that customers tend not to like mergers. Data from the American Customer Satisfaction Index show that up to 50% of...

Move up or stay put.
December 12, 2004... Segmentation, when effectively used, is a powerful tool for identifying opportunities for an innovation to more effectively meet a group of customer needs than is possible with a mass approach. Even so, in recognising its strength, it is worth...

Let's hook up.
December 12, 2004... Many parts of a business can benefit from knowing how information flows through social networks and how we may stimulate its flows and interactions between individuals. Marketing might want to understand it in order to increase buzz, knowledge...

When brands collaborate.
December 12, 2004... Brand collaborations are an increasingly popular means to leverage existing strengths and draw on the equity of two brands at a lower cost than extending the brand. Yet, there are still relatively few guidelines for brand alliances, even though...

STAS: a universal measure?(short-term advertising strength)
December 12, 2004... There is no doubt that advertising would benefit from a measure of its effectiveness that is universally accepted and able to be used in calculating remuneration of agencies. John Phillip Jones has claimed his STAS measure is just that, as it...

In the mood for the job.(Brief Article)
December 12, 2004... While mood has a strong influence on behaviour, less is known about how people regulate their own moods. Since people are more able to be creative in a happy mood, does this mean that they attempt to make themselves happy? An academic study...

Lawyers as an advantage!(Brief Article)
December 12, 2004... To most marketers, lawyers are more of a hindrance than a source of competitive advantage, but the law is increasingly a critical tool in business. Its influence covers everything from intellectual property, to licensing, patents, trade...

The truth about cats and dogs.(Brief Article)
December 12, 2004... There are probably as many segmentation strategies as there are marketers, and one of the latest ideas is pet ownership. The principle is that pet owners are different from non-pet owners, and that dog-owners are different from cat owners in...

Talking to the radio.(Brief Article)
December 12, 2004... While the radio is often on in the background, this does not mean that people do not interact with it. Recent research suggests it is the medium that people most often find themselves talking to, and 36% of all radio listeners claim to have...

Consider your ethics.
December 19, 2004... Despite some current negative attitudes, marketing has many things it can be proud of. When we look at the change in people's lives over the past 50 years, no longer are mothers tied to the kitchen 5 hours per day, cleaning is easier, the world...

My gift is worth more than yours!(survey of college students)
December 19, 2004... The experience of giving and receiving gifts is also somewhat fraught by the widespread problem that we don't always know what others would want. Unfortunately, an American study shows that consumption choices made by others tend to generate...

From something to nothing.(shopping)(Brief Article)
December 19, 2004... At Christmas, perhaps more than any time, it becomes clear that we are living in a society of abundance. Yet George Ritzer, author of "McDonaldization", has written a new book, The Globalisation of Nothing, which suggests we have an abundance...

Academic irrelevance?
December 19, 2004... As in many fields it often seems that there is an insurmountable gulf between the marketing practitioner and the marketing academic. But, despite the differences and questions about the relevance of academic studies should practitioners be...

Back to original-style marketing.
December 19, 2004... BoozAllen Hamilton suggests that, despite popular wisdom, most companies, and CEOs, see marketing as being more important today than ever before. Hand in hand with this are higher expectations of marketing departments and the need for...

Can I help you?(persuasion)(Brief Article)
December 19, 2004... While much is known about the art of persuasion, not so much attention has been paid to the way people deal with attempts to persuade them. It is often assumed that they are passive recipients of persuasion attempts, rather than active...

The ad passion of customers.(Brief Article)
December 19, 2004... While some companies spend considerable sums on advertising, there may be a new trend for passionate customers to make ads for the products they love. One American devotee of the iPod has made a 60-sec animated ad, which he posted on his own...

Don't make me wait!(research)(Brief Article)
December 19, 2004... There are many occasions when somebody make a purchase and then has to wait before they receive it. The question is whether waiting increases their anticipation or whether they perceive the wait as negative. A series of studies suggests that it...

What you really want.(survey of consumers)
December 19, 2004... The perennial question - what do you want for Christmas? - seems to get harder every year. Perhaps it's because we have everything we need, or perhaps it's because we no longer care so much about what we receive. But one possibility is that...

Marketing is crackers!(Brief Article)
December 19, 2004... According to Innovation and Scrooge Marketing, more than 90% of UK households will purchase at least one box of Christmas crackers this festive season. More than 60% will be sold in discount shops and only 1% in premium retail stores, such as...