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.
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.
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.
The new French Health Bill proposes to make nutritional information easier to understand – but are we oversimplifying?
How national identity shapes teenagers’ shopping behaviour
Not everyone responds to preferential treatment in the same way.
How can we increase the value of using a Computerized Decision Support Systems (DSS)?
Customer Entitlement Inventory (CEI) can teach us a lot about the needs and desires of shoppers and help retailers customize the shopping experience.