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Godfather Marketing: A New Approach with Risks and Rewards
According to the prevailing academic definition, the strategic goal of marketing is to "create value" for both the firm and consumers (cf. Gundlach and Wilkie, 2009), where "value" is understood as something that is objectively beneficial to both parties. However, it could be argued that the ultimate purpose of firms is to sell products, while for consumers it is to fulfill their needs – needs that ...
Engagement, Personalization, and Measurement: How AI Is Redefining Customer Loyalty in Retail
For contemporary retail, operating in a context of structural fragility, this is a must. Loyalty can no longer be classified as a natural outcome of the funnel, or simply the result of this or that promotional or technological lever. Loyalty instead is turning into a trust-based platform, with artificial intelligence providing the cognitive infrastructure that enables companies to orchestrate personalization, ...