An experiment fifteen years ago, personalization is now a central feature of e-commerce. But how do we feel about it? / Ahlem Abidi-Barthe
Why does a company like L'Oréal spend 10 times more on advertising than on research?
Digital shopping, perfect promotions, optimal consumer engagement, reductions in counterfeiting and in food waste. / Thomas Morisset
Suzie Reider, Google's managing director for brand solutions, and Gopi Kallayil, Google's chief evangelist for brand solutions, highlight six traps to be avoided.
As omnichannel retailing transforms this nation of 50 million people, retailers around the world should be watching - and learning.
Granted marketers no longer exercise the leverage they once did, it is a delusion to assume it has been transferred to consumers; especially in an increasingly complex world where the very notion of control is, itself, becoming a myth.
Indian e-commerce firm Snapdeal recently got a major boost: a $627 million investment from SoftBank, the Japanese giant.
Goods producers and services providers start thinking in terms of coproduction with a customer who is to become a prosumer.
Long confined to activist circles, this alternative model is now moving out of the margins. What are its prospects? Can it prove a game changer?
Is there a recipe for large FMCG companies? Certainly not. But some methods, yes. And also plenty of flawed strategies. / Matthieu Perrier
Devices hit the market, wow the crowd, mature and sunset at an ever increasing rate. Smartphones and tablets are here to stay, but slower growth isn’t too far behind.
The actual value of marketing 2.0 is difficult to assess. Can social marketing become a real growth driver?
China's leaders called in November for average personal incomes to double by 2020, challenging often-avoided local brands to catch up with foreign rivals.
Countless popular figures have found themselves at the heart of a public scandal. Some of them not only could survive a crisis, but thrive beyond it. How come?
China is a dream come true for luxury brands. Is the Chinese market going to overhaul the Western conception of luxury?
The advertising industry has launched a massive stealth effort in social profiling. The result is an increase in intrusive practices, eroding publishing ethics.
Companies like Amazon or Sprint are banking on customer lifetime value (CLV), a marketing formula based on the idea of spending money up front to gain customers whose loyalty will reap rewards over the long term.
The phenomenon of free has hit many businesses hard, particularly media businesses. Who pays for free content and why new models are essential for success?
Parker's guide, the Shanghai ranking, and the ratings of Moody's are all global points of reference. For dining, the bible remains the Michelin guide. How has an institution so French gained a foothold in distant climes?
The new public reservoir of advice and first-hand experience of comments on the Web is leading to a major shift in the relationship between consumers and commerce.