ARTICLES WITH TAG: Consumer Products

Experience Required: Luxury Marketing for a New Era
Strategy

Experience Required: Luxury Marketing for a New Era

by Sonja Prokopec

As consumers spend less money on things, and more on having experiences, luxury brands in particular face a critical challenge. Sonja Prokopec, professor of marketing at ESSEC and ESSEC LVMH Chaired Professor, elaborates on the three keys to experiential marketing in the luxury industry.

Programmed obsolescence: A necessary unwanted Christmas gift?
Strategy

Programmed obsolescence: A necessary unwanted Christmas gift?

by Emmanuelle Le Nagard

In the run up to the festive period, Emmanuelle Le Nagard, Professor of Marketing and Associate Dean of Pedagogy at ESSEC Business School, takes a look at the phenomenon of programmed obsolescence from both consumer and manufacturer perspectives and offers us some insightful food for thought before Christmas.

The US Elections and celebrities: The ultimate trump(ed) card?
Innovation

The US Elections and celebrities: The ultimate trump(ed) card?

by Sonja Prokopec

Sonja Prokopec, Professor of Marketing at ESSEC Business School and internationally-renowned expert in consumer behavior and luxury branding, takes us into the marketing world of celebrity endorsement and voter reaction from a consumer perspective.

Where health is concerned, give consumers some credit
Sustainability

Where health is concerned, give consumers some credit

by Olivier Fourcadet

The new French Health Bill proposes to make nutritional information easier to understand – but are we oversimplifying?

TOP RESEARCH How National Identity Shapes Teenagers’ Shopping Behaviour
Strategy

How National Identity Shapes Teenagers’ Shopping Behaviour

by Raphaëlle Butori

How national identity shapes teenagers’ shopping behaviour

TOP RESEARCH What Really Makes Customers Feel Special?
Strategy

What Really Makes Customers Feel Special?

by Editor ESSEC Knowledge

Not everyone responds to preferential treatment in the same way.

TOP RESEARCH Using Feedback to Build Trust
Strategy

Using Feedback to Build Trust

by Arnaud De Bruyn

How can we increase the value of using a Computerized Decision Support Systems (DSS)?

TOP RESEARCH The Customer is Always Right: Improving the Customer Entitlement Inventory
Strategy

The Customer is Always Right: Improving the Customer Entitlement Inventory

by Raphaëlle Butori

Customer Entitlement Inventory (CEI) can teach us a lot about the needs and desires of shoppers and help retailers customize the shopping experience.