Retail Brand Extensions - strategic thinking

Brand extensions are now a commonplace growth strategy for many companies. This article proposes and explains a new taxonomy for retailers to conduct brand extensions, based on a detailed examination of over one hundred retail brand extension cases.

Updated: 13/08/2013
Views: 45,836

Increasing your Return on Investment through Data Analytics infrastructure

Every CFO wants more for their money. One way of increasing returns from smaller media spend is to ask for investment that provides return on infrastructure via data analytics. Professor Vince Mitchell discusses how investment in data analytics infrastructure can aid understanding of the causal links between marketing KPIs and revenue, which makes demonstrating ROI and effective allocation of resources to a CFO much easier.

Updated: 10/02/2017
Views: 5,986

How to attract Generation Z - social media and the students of the future

Universities need to appeal to younger age groups through the media they understand: the social kind. Professor Vince Mitchell pinpoints the benefits and means of sowing the seed of interest in education in the generation born since 2001.

Updated: 09/02/2017
Views: 8,114

Marketing's Lost Role - reclaiming revenue management

Marketing has largely ceded control of demand management and revenue analysis to departments with less knowledge of customers and markets. This research outlines causes for poor revenue analysis, and how marketers might reclaim control of this important aspect of business.

Updated: 03/01/2015
Comments: 10
Views: 3,845

How the popularity of on-demand viewing is radically altering ad placement dynamic

Professor Vince Mitchell looks at how consumers are gaining greater control over what content they watch, when they watch it and how they watch it, thanks to on-demand viewing. Although consumers are being empowered by this increase in control, there are also opportunities for marketers to more efficiently target their advertising, thanks to the information on-demand viewing generates.

Updated: 10/02/2017
Comments: 5
Views: 7,989

"Contagious Creativity" - pass it on

Professor Vince Mitchell entreats marketers to spread the message of creativity to all areas of a business. Doing so can foster greater understanding of the value that marketing can bring. This article offers a few tips on how it can be done.

Updated: 04/01/2015
Comments: 17
Views: 5,557

Consumer Behaviour in a Multi-media World: Digital Natives, Technology and Trends

Professor Vince Mitchell addressed the Consumer Marketing in Higher Education 2013 conference on 23rd May 2013, and asked the question "Are the Millennial Net Y Digital Native Generation as tech-savvy, web-savvy, internet-savvy and computer-savvy as we think?"

Updated: 23/05/2013
Views: 15,308

Anthropomorphic animal mascots in advertising - how do consumers respond?

This research investigates how consumers respond to anthropomorphic portrayals of animal mascots in marketing. This is the first study that empirically examines responses to anthropomorphic animal imagery, and provides insights into how and why people might respond more favourably to anthropomorphic portrayals of animals compared with non-anthropomorphic portrayals of animals.

Updated: 09/02/2017
Views: 18,809

Insights into customer insight

How can you drive consistently high quality customer insights through all levels of a business? Professor of Consumer Marketing, Vince Mitchell, explains how the role of the customer insight department is changing.

Updated: 10/10/2012
Views: 4,393