Listening to Managers and Consumers When Building Marketing Theory

Academic articles in marketing can be very instructive, occasionally eye-opening, on various issues and topics; one can learn from them about theory, research methodology and models, and the findings and conclusions reached from their analyses. Yet, it would not be presumptuous to say that managers do not rush to search for, read and consult with… Read More

Retail in Recovery

Wherever relief from COVID-19 is evident, we can see signs of recovery in offline retail, that is at physical stores and shops. In the first months of 2021 countries have lapsed again into third and fourth waves of COVID and lockdowns, which caused a reversal of earlier signs of recovery experienced. But where a recent… Read More

In the Mood: Consumer Confidence

‘Consumer Confidence’ is a contentious construct, subject to multiple views and versions on how it should be measured. The predictive power of a Consumer Confidence Index (CCI), at the macro and micro levels, is also given to argument. Yet measures of consumer confidence are applied in economic discourse as a useful indication of ongoing consumers’… Read More