RET: Market Research in Real Time

Idea posted: December 2013

Institutions: Cranfield University School of Management   

Authors:

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…

  READ MORE   PIN TO MY IDEAS Idea #282

The Effect of Pruning Sales Channels

Idea posted: November 2013

Institutions: University of Amsterdam    Tuck School of Business    University of Groningen   

Authors:

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…

  READ MORE   PIN TO MY IDEAS Idea #252