Academic and practitioner interest in sustainable consumer behaviour continues to grow. Yet the focus remains on marketing appeals based on awareness raising, perspective taking and concern. Whilst such an approach may ...

Developing approaches for understanding customer perceived value is a priority for managers and scholars alike. A conceptual framework for assessment of value-in-use is proposed and explored within the context of a maintenance ...

When and how to use immersive techniques for understanding customers

Embedding social media into marketing practice

The scholastic view of customer engagement is that it is a critical metric, albeit within the academic world there is a debate as to whether this critical metric is best represented experientially or behaviourally. The ...

Innovation for environmental sustainability requires firms to engage with external stakeholders to access expertise, solve complex problems, and gain social legitimacy. In this open innovation context, stakeholder engagement ...

The generation and use of customer insight in marketing decisions is poorly understood, partly due to difficulties in obtaining research access and partly because market-based learning theory views knowledge as a fixed ...

Marketers face the challenge of resource allocation across a range of touchpoints. Hence understanding their relative impact is important, but previous research tends to examine brand advertising, retailer touchpoints, ...

Customer insight is fundamental for market oriented organizations to understand their markets. However, the use of customer insight in marketing decisions is poorly understood, partly due to the difficulties in obtaining ...

This article describes how a unique research approach was used to evaluate how different communication channel experiences influenced floating voters during the campaign period of the 2010 British general election. Most ...