June 23, 2018

Can clever marketing hinder good negotiations?

Someone once said to me that you can only really negotiate when you don’t really need the deal. At the time I dismissed his comment as utter madness, but did he have a point? In the past, when I went to buy something that I really wanted, or needed, I was far more likely to […]

Is data profiling wrong?

The marketing community has been rocked by yet another scandal, this time concerning the ethics of data profiling and a consumer’s right to privacy. Cambridge Analytica, a UK-based data company, mined the personal information of 50 million Facebook users without their knowledge while working on Trump’s presidential election campaign in order to create psychographic profiles […]

KFC response to its chicken shortage is a lesson in crisis management

In the UK KFC has run out of chicken. For a food outlet specialising in deep-fried poultry this is something of a disaster! It has recently changed suppliers and the new delivery company is having “teething problems”; these are so substantial that it has resulted in a mass closure of outlets. At the time of […]

Bye Bye Market Segmentation and Target Marketing

Ten years or so ago, academics were extolling the techniques of market segmentation and target marketing (not to mention the third leg of the triumvirate, ‘positioning’) as the basis of long-term competitive advantage (see Marketing course Modules 7 and 8). Recently, this doctrine has come under serious threat. Classic segmentation techniques like socio-demographics have been […]

Marketers: are you fit for purpose?

We at Edinburgh Business School are currently updating the Marketing courses and have conducted research amongst a number of practice-based international marketing experts to gain their insights into what is required of today’s marketers. It will come as no surprise that the results echo a long-running theme: that today’s marketers are simply not fit for […]

Twinkle, twinkle little star, now I wonder where you are?

I recently heard an Internet consultant say that children 5 years ago were living with the internet, today they are living in the internet and mobile applications. The American Marketing Association is now making mobile marketing and ‘big data’, two of their research priorities over the next few years. Both will revolutionise consumer behaviour and […]