All articles by Philip Hesketh – Page 2
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Comment and Opinion
Careers File: Don't assume shoppers are content just because they aren't complaining
Do people actually go to a different supermarket if their experience is negative, asks Philip Hesketh
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Comment and Opinion
Careers File: Associate your brand with the values of your target consumer
Let’s suppose we’re developing a campaign to turn meat eaters into vegetarians. For many veggies, the logical proposition would...
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Profiles and QandAs
Careers File: When the bar keeps rising, marketing anything below the best gets even harder
If someone offered you an unbelievable experience on the all-new A380 in return for £50,000 you’d probably tell them to take a hike. However, the A380 in question isn’t the infamous trunk road in Devon but rather the new jumbo aircraft introduced by Singapore Airlines late last year. It’s not ...
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News
Don't wait for that wake-up call over customer service
The moment I entered my room at The Four Seasons hotel in Istanbul, the phone rang. I'd arrived only two minutes earlier and it was almost midnight. It had to be The Goddess checking I'd arrived safely. Happily I didn't answer it with my...
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