ARTICLES WITH TAG: Marketing

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.

Why Luxury Marketing Doesn’t Need to be Data-Driven
Strategy

Why Luxury Marketing Doesn’t Need to be Data-Driven

by Ashok Som

Professor Ashok Som, Professor of Strategy at ESSEC Business School and and Co-Director of the ESSEC-Bocconi EMiLUX program explains the inherent paradox between digitalization and luxury brands.

Should a Two-Year-Old iPhone Already Feel Obsolete?
Strategy

Should a Two-Year-Old iPhone Already Feel Obsolete?

by Emmanuelle Le Nagard

Marketing Professor Emmanuelle Le Nagard explains how ‘perceived obsolescence’ can be a double-edged sword for firms like Apple.

How the Beauty Sector Got a Wake-Up Call
Strategy

How the Beauty Sector Got a Wake-Up Call

by Ashok Som

In the beauty industry especially, the trend has been towards sustainability and CSR policies triggered by consumers. A brief history by Ashok Som, Professor of Strategy and Management at ESSEC Business School and Co-Director of the ESSEC-Bocconi EMiLUX program.

TOP RESEARCH It’s not what you are, it’s the way that you’re primed to see it: Beauty and its impact on consumer behavior
Society

It’s not what you are, it’s the way that you’re primed to see it: Beauty and its impact on consumer behavior

by Raphaëlle Butori

Raphaëlle Butori, Professor of Marketing at ESSEC Business School, shares her research on how our behavior and self-conception is affected when faced with a member of the opposite sex. From the research paper The impact of visual exposure to a physically attractive other on self-presentation by Prof. Raphaëlle Butori and Béatrice Parguel, Researcher, CNRS.

TOP RESEARCH Sleeping beauties: How to transform your brand into legend – and sell
Strategy

Sleeping beauties: How to transform your brand into legend – and sell

by Delphine Dion

Prof. Delphine Dion, Professor of Marketing at ESSEC Business School, introduces the concept of “sleeping beauties*” and looks at the strategies firms can use to turn brand heritage into a powerful premise for customer experience and customer sales

Emerging Luxury Brands: Can they compete with the old guard?
Strategy

Emerging Luxury Brands: Can they compete with the old guard?

by Ashok Som

Ashok Som, Prof., Co-Director of ESSEC-Bocconi EMiLux program, Chair of the Management Department at ESSEC Business School, and luxury products and services expert, shares his recent study of emerging luxury brands and focuses on the conditions and competencies required for their success

TOP RESEARCH Are pushy sales tactics contagious? Treat your business partners as you’d like them to treat their clients
Strategy

Are pushy sales tactics contagious? Treat your business partners as you’d like them to treat their clients

by Richard McFarland

If you have never thought that your business behaviors create waves, then think twice: they may have a much more far-reaching impact than you’d ever have imagined. Richard McFarland, Prof. of Marketing at ESSEC Business School, shares his research into a novel concept he coins “supply chain contagion”.

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.

Marketing: How to be David against Goliath
Communication

Marketing: How to be David against Goliath

by Frédéric Oble

Drawing on his in-depth study of the French success-story Michel et Augustin, Frédéric Oble, Professor of Marketing ESSEC Business School, provides us with insights into what the little brands can do to rival with the giants without spending millions.

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