Marketing - All Articles

Empirical evidence on the drivers for customer loyalty is often undermined by real-life anecdotes. Although loyalty would seem to be logically linked to customer satisfaction, in practice many satisfied customers often defect. ... read more

Is marketing a good investment or simply another case of the emperor’s new clothes? The answer depends on nailing down the real issues facing brands and products. ... read more

In the excitement of fast growth, many merging companies forget the significance of their customers. ... read more

The first space tourists have gone where no tourist has gone before, so space tourism was an appropriate subject for AGSM’s Professor Timothy Devinney and a team of researchers to demonstrate their groundbreaking choice-based market research techniques. ... read more

A poor image has a number of negative consequences. There is the personal stigma of association. It makes it harder to recruit into the profession. ... read more

In the first application of its kind anywhere in the world, AGSM has formed a business partnership with the Centre for the Study of Choice at UTS and leading market research firm AMR Interactive to deliver a unique service tracking brand equity. ... read more

When a new player or product comes on to the market, almost invariably at least one existing player must defend its position. ... read more

Marketing has always been both an art and a science and, according to Kevin Lane Keller, it always will be. ... read more

Marketing’s challenge to “regain its seat in the boardroom” through measuring and proving its effectiveness was one of the hot topics at a recent marketing conference in Singapore sponsored by AGSM, the Singapore Management University and the Marketing Science Institute. ... read more

There’s a clear disconnect between what consumers say matters to them when choosing a product to purchase and how those people behave when it comes to the crunch. ... read more

While the main aim of brand campaigns is to differentiate, the result in the consumer’s mind is often confusion and failure of the product. ... read more

Looking at the satisfaction numbers, the firm thinks all is well, but are then caught unawares when customers defect. ... read more

Fewer areas of contemporary business practice have created greater expectations, and greater disappointment, than Customer Relationship Management (CRM). ... read more

AGSM is set to step up its teaching focus on corporate social responsibility (CSR) with the help of a $35,000 Federal Government grant. ... read more

Marketing theory might be a battleground between tribes of practitioners, consultants and academics, but AGSM’s Professor Grahame Dowling has sought to make peace between them in his new book. ... read more