Customer experience is broadening the marketing function’s scope. The Kellogg School’s Philip Kotler explains the value of competing in this arena, together with his co-authors of Marketing 6.0, drawing on lessons from Coca-Cola
Whether you are in sales or management, you need to influence at all levels to succeed, say authors Jeremy Cassell and Tom Bird. Discover the attributes of those who influence effectively and three foundational elements that you can develop
From selling success to truth, transparency and trust, Rob Wozny offers guidance on the power of effective storytelling
Purpose-driven companies might be putting themselves at risk if they opt for meaning in their branding, says intellectual property expert and author of Brand Tuned, Shireen Smith
‘A new type of millennial decision maker is in the ascendancy and they want you to be different.’ Discover the four types of likability and determine which can best help your brand achieve its goals
Personal branding can humanise a corporate brand and become a leader’s ‘secret weapon’ for growing and inspiring at scale. But, customers feel an aversion to ‘phoniness’ and one leader and their brand can be quickly discarded, warns Stefano Faustini
Why communicating long-term plans
has been the biggest issue facing Business School communications professionals
‘The customer is always king’ goes the old business adage, but is that fair on those who strive to meet the needs both of customers and society as a whole?
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