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Marketing

Uncover the latest tools, techniques and leading-edge thinking to innovate, break frontiers and discover untapped customer insights that will drive new areas of business growth.

Love only gets you so far: like the rest of us, brands need trust and respect

Consumers are loyal to brands they admire – and admiration requires love, trust and respect. Professor Andreas B. Eisingerich of Imperial College Business School explains how you can build all... Read more
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How do app ratings, rankings and price really affect purchases?

While seemingly straightforward, price is interpreted differently across countries and cultures.... Read more Dr Gokhan Yildirim | 20 November 2017

Let’s share our likes together: why novelty and diversity are the new keys to marketing

People tire of experiences quicker if they are shared with others. With social media meaning more of our experiences are shared, that raises some major questions for advertisers... Read more Dr Rajesh Bhargave | 30 October 2017

Can a ‘cue of the cloud’ improve sales?

Dr Rajesh Bhargave examines whether an in-store reminder of the Internet can influence retail purchases.... Read more Dr Rajesh Bhargave | 31 May 2017

Brand admiration: how to build a business that people love

Dr Andreas B. Eisingerich, Professor of Marketing and Programme Director of the Full-Time MBA at Imperial College Business School, argues that businesses have yet to develop a compelling perspective on... Read more Prof Andreas B Eisingerich | 27 February 2017

Do empathetic marketers make more egocentric decisions?

Dr Johannes Hattula’s research investigates how marketers’ personal preferences could be affecting the success of marketing decisions, and how being able to recognise and overcome these biases, can create more... Read more Johannes Hattula | 27 February 2017

Where should digital marketing sit in a company structure?

Daniel Rowles, Digital Marketing lecturer for the MSc in Strategic Marketing at Imperial College Business School, highlights the most effective ways to fit digital marketing staff into an organisation.... Read more Daniel Rowles | 23 February 2017