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Five insights on building a strong brand

Every company knows the value of a strong brand, but firms often think too narrowly by thinking of branding as only a marketing exercise. Dr Eden Yin Dr Eden Yin, University Senior Lecturer in Marketing at Cambridge Judge Business School,…

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Piccadilly Circus

While you watch the TV, the TV watches you

Four key principles for companies to use data targeting in a positive way. By Dr David Stillwell, University Lecturer in Big Data Analytics & Quantitative Social Science at Cambridge Judge Business School and Academic Director of the Psychometrics Centre Dr…

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Ominous antique TV sets.

Network Capital Leadership: Interview with Cambridge Professor

An interview with Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge Business School, about his research in areas like marketing, innovation and international business and the role of mentors in his…

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Worship-worthy study

A case study by Cambridge MBA graduate Siling Tan (MBA 2017) on Chinese mobile phone maker Xiaomi’s marketing strategy in India wins a Worshipful Company of Marketors Award. Siling Tan (MBA 2017) Siling Tan, a Cambridge MBA graduate from Cambridge…

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Suspension bridge at night in Mumbai.

Only temporarily

A study on temporary marketing organisations co-authored by Dr Allègre Hadida of Cambridge Judge Business School is featured in Marketing News, published by the American Marketing Organisation. Dr Allègre Hadida A study on temporary marketing organisations co-authored by Dr Allègre…

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Only temporarily

Marketing News: Effectively use temporary marketing organisations

A study co-authored by Dr Allègre Hadida, University Senior Lecturer in Strategy at Cambridge Judge Business School, looked on how companies can best harness temporary marketing organisations. The study identified three different forms of temporary organisations – stand-alone, hybrid and…

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Hot Pickle and other experiences – a start-up story

Lifting the lid on the 'Hot Pickle' success story and the two MBAs who started their journey over a decade ago when they met in Cambridge and first formed their business. Rupert Pick and Patrick Hammond formed their successful marketing…

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Vintage shopfront of Betty's hair and beauty salon.

No more ‘average’ consumer

Matching advertising images to personality traits can find the most suitable image for a particular customer and help win sales, finds a new study co-authored by Dr David Stillwell of Cambridge Judge Business School. Consumers pay far more attention to…

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composite of marketing images

Early-stage technology

Acceptance of market 'ambiguity' can lead to successful commercialisation of early-stage technology by identifying partners and broader potential uses, says a new study co-authored by Professor Jaideep Prabhu of Cambridge Judge Business School. We hear often that business dislikes uncertainty,…

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Global network technology - 3d rendered abstract image. Technology concept.

The Economist: Companies can appeal to workers and consumers with liberal messages

Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, comments on how young people want to be proud about where they work, so they “don’t want to work for a company if it is seen as harmful to the…

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