Multilateral Pricing Ever since the launch of the Euro, isolated markets have been a thing of the past. Therefore companies are forced to develop a common pricing policy for all of their sales markets in order ... read more

Brilliant ideas do not grow on trees A great idea hardly ever really comes out of nowhere. At the beginning of an innovation or ideation process, there is almost always a fuzzy front end, characterised by qualitative ... read more

Touch me if you can Website, social media, or maybe rather analog letters and circulars? For effective and efficient customer management at B2B enterprises, a fine-tuning of all relevant contact points is becoming more and more ... read more

Clear, yet ambiguous - Pictures in Brand Research In brand research, pictures present a clear benefit since they can be used to measure motives, attitudes, and emotions implicitly. The catch: ... read more

BRAND|25 For successful brand leadership it is essential to know the properties of a brand in minute detail from the consumers’ perspective. But how does your target audience describe the essence of your brand? How is ... read more

Optimisation of Touch-point Portfolios The Internet and social media have become some of the most important sources of information in our daily lives, privately as well as professionally. Hence new media are ... read more

Knowing the Shopper H Leaflets, flyers, or perhaps in-store TV? Anyone who wants to push sales with promotion activities, needs to know what makes the customers tick, or any efforts might miss the point. But how do we get an authentic ... read more

TREND|CAFÉ Innovations are essential for every company. Nevertheless, this can be quite a challenge. Unfortunately, great ideas don’t just fall into one’s lap. So what is the best way for you to generate ideas, gain ... read more