Marketing
The Satisfaction-Loyalty Conundrum
Empirical evidence on the drivers for customer loyalty is often undermined by real-life anecdotes. Although loyalty would seem to be logically linked to customer satisfaction, in practice many satisfied customers often defect. ... read more
IMAGE: Gregory Baldwin
Lost in translation
In the excitement of fast growth, many merging companies forget the significance of their customers. ... read more
Integrating the art and science of marketing
Marketing has always been both an art and a science and, according to Kevin Lane Keller, it always will be. ... read more
Questioning the spend
Is marketing a good investment or simply another case of the emperor’s new clothes? The answer depends on nailing down the real issues facing brands and products. ... read more
Brandalytics® a world first
In the first application of its kind anywhere in the world, AGSM has formed a business partnership with the Centre for the Study of Choice at UTS and leading market research firm AMR Interactive to deliver a unique service tracking brand equity. ... read more