PhD, Faculty & Research
Discovery: Research Impact
Finance and Accounting
Rotterdam School of Management, Erasmus University
Logo of Rotterdam School of Management, Erasmus University
The following articles contain the tag:
41 results on Discovery
How to connect with culturally diverse consumers
How can you connect with consumers in ethnic minority groups?
When faster products don’t save time
Why a faster broadband connection doesn’t save you as much time as you might think. New research from Stefano Puntoni
Consumer insights: think of yourself when buying for others
BLOG: Marketing without Marketers
Will intelligent machines get better at marketing than you? That might just depend on how creative you need to be in your job.
BLOG: How to sacrifice short-term rewards for long-term benefits?
It’s hard to sacrifice short-term rewards for long-term benefits. Marketers, and companies more generally, face equally difficult trade-offs on a daily basis.
BLOG: Marketing - here, there, everywhere
What is marketing? I always start “introduction to marketing” sessions with this question.
Paving the way in neuroeconomics
Slawek Magala: Consumers buy based on the roles they play
To understand consumers’ decision-making process when buying, professor Slawek Magala explains that consumers play many different roles a day.
Ethnic marketing: One size does not fit all
The days of one-size-fits-all marketing are over. RSM’s Anne-Sophie Lenoir tells us what marketeers can do to better target an ethnic audience.
Stefano Puntoni: Marketing is the channel that allows firms to reach customers
Stefano Puntoni, Associate Professor of Marketing Management at RSM, explains that even the most brilliant and unique products and services won’t survive without marketing.
What gets some product content talked about more than others?
Viral marketing can be a safe bet
Gender identity and breast cancer campaigns
Embodied myopia and purchasing behaviour
Customer empowerment in new product development
Quality online personalisation
Strategic ambiguity in minority targeting
Understanding marketing decision-making
The systematic instability of consumer preferences
The competitive advantage of private label branding in FMCG