Andreas Eisingerich

Businesses need to change the way they communicate with their customers

In times of economic difficulty, business leaders may be tempted to cut their marketing budgets. This is what they should do instead

How access-based services may (still) help save the planet in times of COVID-19

Why customer feedback should only be considered as one side of the story

Gamification can be a powerful tool to encourage people to change their behaviour, but if implemented poorly can drive them away

To get someone to quit smoking, give them achievable goals and put a smile on their face

Imperial researchers have found that, if a business is transparent and open, consumers are more likely to behave ethically and responsibly

For people to be loyal to your brand, they have to admire it

Businesses have yet to develop a compelling perspective on what customers value