Marketing

Issue No. 64 - April/May 2012

by Kim Boehm

In last edition of this magazine I read a particularly unflattering article about advertising....
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Why do people switch service providers?

by Dr David Corkindale and Dr David Corkindale

I regularly look through the academic marketing journals looking for papers that contain something useful in them for marketing and business practitioners - mostly a fruitless task, I’m afraid....
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Issue No. 63 - February/March 2012

by Dr David Corkindale and Dr David Corkindale

The Good It should not be a surprise that millions of people around the world are using the various social media channels to communicate as it is a free service....
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Issue No. 62 - December/January 2011

by Dr David Corkindale and Dr David Corkindale

An article in the Harvard Business Review (1) describes a way to increase your market share, or, as the authors term it, ‘share of wallet’....
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Issue No. 61 - October/November 2011

by Peter Moyle

‘Rock Star’ marketer, Paul McCarthy has worked with big-name clients including Heinz, Nestle, Cussons, First National Real Estate, State Revenue Office, The Salvos, The Professionals and Enjo to name just a few....
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Marketing lessons from Steve Jobs

by Dr David Corkindale and Dr David Corkindale

Ten years ago Apple was nearly bankrupt and a very minor player in the PC market....
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Issue No. 60 - August / September 2011

by Dr David Corkindale and Dr David Corkindale

At a recent function I met a small business person who runs a retail shop that supplies material for hobbyists to do embroidery and I learned that revenue had been declining for some years now....
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Issue No. 59 - june/july 2011

by Dr David Corkindale and Dr David Corkindale

One evening recently, a market research company doing a survey on advertising and financial services phoned me....
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How to ‘live your brand’, build value

The Brand - a bigger chunk of most companies’ value than their premises, plant and equipment – is too often under-appreciated and dismissed to the marketing periphery....
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Issue No. 58 - april/may 2011

by Dr David Corkindale and Dr David Corkindale

An often stated value of corporate leaders today is some variant of: ‘We put customers first’, ‘Put the customer first, then success will follow’ or, ‘Make sure everybody in the company understands the customer is king.’ Is this commercially wise, always? If salespeople follow these dicta and are totally customer-oriented, does this lead to satisfactory sales performance? This is the question addressed in a recent paper in the Journal of Marketing, the world’s top academic marketing journal1....
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