Latest Thinking - Markus Kramer
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Latest Thinking

Hold your breath: Marketing is approaching its end of days – and fast. So at least predict a many contemporary thinkers. But is it - really? The discipline is in transformation – always has been and will forever be - but a...

Everyone talks about Purpose these days. Why so and what do we mean by it? Dr Steve Peters* offers a great summary “Without a sense of purpose, the Human lacks direction and meaning of life”. Although this is against the context of...

So you have a territory of differentiation. But more often than not, you won’t be alone. In fact chances are that your segment is heavily commoditized – unless you are a luxury brand, of course. Why should this be of interest? Let me...

Hundreds, thousands or even millions of valuable ‘customer relationships’ all neatly organised and stored in a single centric customer database, just sitting there to be tapped into and used for the benefit of squeezing more money out of customers – and of...

Surprisingly perhaps, marketing is a relatively nascent discipline in luxury companies. While the value of ‘brand’ is highly recognised, of course, the level of marketing sophistication behind the scenes has not been high on the agenda of executives until recently. Hermes, for...