What drives customers’ attitudes and behaviours? This is the golden question for marketing executives, who often rely on data from surveys, focus groups, interviews, etc., in the hopes of trying to understand how to better influence their customers. But according to Emma Macdonald, Hugh Wilson and Umut Konu?, these types of data suffer from a […]
Author: Konus, Umut
The Effect of Pruning Sales Channels
This is the age of multichannels. Companies today are selling their wares through the Internet, catalogues and bricks-and-mortar stores. Not all channels, however, are cost-effective, especially given the low-cost opportunities offered by moving customers to the Internet. What happens when a retailer eliminates one of its channels? Will customers comfortable with that channel migrate to […]