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Marketing
Yes, layoffs are bad for your brand
Vardit Landsman; Stefan Stremersch
While many companies are considering or already implementing mass layoffs as a result of the current global economic crisis, research finds the negative impact on a brand can be serious. Time to check in with the marketing department.
Take the iceberg challenge for better segmentation
Jorge González
When it comes to market segmentation, key factors for your business may lie beneath the surface. Learn to dive deep and develop a more profound understanding of your customers with the "iceberg challenge" proposed by IESE marketing professor Jorge Gonzalez.
Direct to consumer: How to reach your clients when stores disappear
José Luis Nueno
According to José Luis Nueno, mass-market companies have underestimated the power of e-commerce and the direct-to-consumer (DTC) brands that are digital natives. By 2025, online commerce will have changed the marketplace irreversibly.
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Latest IESE documents
Targeted price controls on supermarket products
Diego Aparicio; Alberto Cavallo
IESE Business School Insight, 157
IESE Insight
The Study of important marketing issues
Stefan Stremersch
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