Recommended for you: the effect of 'word of mouth' on sales

This research explores the role word of mouth recommendations play in influencing the way consumers discover and purchase products, and their impact on the concentration of sales.

Updated: 04/02/2016
Views: 1,664

Managing a Professional Services Firm's reputation - benefits and difficulties

Do professional service firms need to be so concerned with their reputations? We look at the benefits a strong reputation brings, and hint at the difficulties that come with managing it.

Updated: 12/01/2016
Views: 1,727

Improving the perception of marketing amongst Professional Service Firms

The discipline of Marketing is still regarded with scepticism in many Professional Service Firms, although there is evidence of its ever increasing importance to them. This article looks at why marketing has a poor reputation within the sector, discusses the challenges marketers face when working within partnership organisations, and explores the positive approach adopted by law firm Mishcon de Reya

Updated: 17/09/2015
Views: 2,411

How important are small words in big food scare communications?

We've all seen food crises such as BSE and the horsemeat scandal reported in the news. This study explores how consumers perceive risk and adjust their behaviour accordingly in response to a variety of media messages about such scares.

Updated: 30/07/2015
Views: 1,636

Why should I attend? The value of business networking events.

The events industry is worth billions of dollars and continues to grow, despite the existence of technology that could eat into the market. This study examines and measures the value an individual derives from such networking events.

Updated: 25/07/2015
Views: 2,818

Bias Blind Spot: Structure, Measurement, and Consequences

People can be unaware they possess deeply rooted bias which informs many of their personal and professional decisions, sometimes to their detriment. This research presents a method of recognising and measuring this 'bias blind spot'; a method that could be an indispensable management tool.

Updated: 10/07/2015
Views: 1,955

‘To study or not to study marketing? That is the question.’

Love or hate it, virtually everyone is touched by and involved in marketing in some way. This paper takes a balanced look at the evidence for and against the subject to help answer the question "Why do people study Marketing?"

Updated: 14/04/2015
Views: 2,599

Self-promotion or bragging? How emotional responses to self-promotion are misjudged.

When does self-promotion go too far? This research looks at how those with a tendency to over-promote themselves, their strengths and accomplishments, may actually be achieving the opposite to their desired effect among their audience.

Updated: 23/03/2015
Views: 2,337

Why we buy. Shopping and the Purchasing Environment.

In this online lecture Professor Vincent-Wayne Mitchell, Professor of Consumer Marketing at Cass Business School, discusses the blurring of the retail marketplace where, as we see with Amazon opening a physical store, the online and offline have merged.

Updated: 10/03/2015
Views: 2,434