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Posted by Tom van Laer at 15:15 - 0 Comments

A particular type of consumer enjoys stories with plots, characters, and imagery that allow them to get lost in the narrative, according to our new study in theJournal of Consumer Research.

Stories have the power to change people's behaviour. Contemporary examples include the persuasive power of Latin American telenovelas, which influence family planning choices and enrolment in adult literacy programs, as well as Internet users sharing written stories, photos, and videos about themselves and their market experiences.

Posted by "Laure Claire", "Benoit Reillier" at 17:14 - 0 Comments

The concept of "big-data" is on everybody's lips these days. As every self-respecting new buzzword, "big-data" may be a bit over hyped but this doesn't mean that real changes are not underway… especially for marketers. So what is Big Data and what does it mean? 

Big Data, which is after all simply the perfect alignment of technologies enabling the cost effective collection, storage and analysis of large quantities of data, will result in step changes in terms of marketing capabilities. While the concept of gathering and analysing lots of data is, in itself, far from new we have now reached a "tipping point" enabled by cheaper collection, storage and processing of digital information allowing organization to gain additional marketing insights and capabilities. The shift to on-line models[1] is a further catalyst for the deployment of "Big Data" enabled marketing strategies.

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ESCP Europe's London campus is hosting its annual Open Doors day on 26th October 2013. 

With our five campuses in Europe (London, Paris, Berlin, Madrid and Torino) and partner institutions across the globe, we promise an international and innovative education that will broaden your career horizons for years to come.

Our Open Doors day offers a range of free workshops, lectures and presentations to give just a taste of what ESCP Europe has to offer... 

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ESCP Europe (est. 1819) is proud to announce its place in the short list of the Times Higher Education Awards for 2013.

"We have been in the UK for 40 years now. This nomination recognises our ongoing efforts to continue to grow, innovate and reach out to the academic, student and business communities. We are very proud to have been short-listed," said Dr Patrick Gougeon, ESCP Europe's UK Director.

The awards focus on achievements in higher education for the academic year 2011-12. During this time ESCP Europe launched two new London-based research centres for Energy Management and Creativity Marketing, in parallel with new postgraduate Programmes and executive Master degrees in the subjects.

Through a series of related seminars, conferences, newsletters and blogs, the School has built new networks and increased its contribution to the UK academic scene, as well as enriching its offer to students on all programmes.

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ESCP Europe and Global Alliance of Marketing & Management Associations jointly hold "the 2014 ESCP-GAMMA Joint Symposium" on "The Self in Consumer/Psychological Research: Current Perspectives and Future Directions" in "the 2014 Global Marketing Conference at Singapore".


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Business success and career progression are the key goals of ESCP Europe's General Management Programme (GMP). This one-year, part-time programme (equivalent to 50% of an ESCP Europe EMBA) provides participants with a deep understanding of contemporary international business. Using classic and new management tools, participants learn how to make informed decisions and respond to uncertainty.

The new London-Berlin track offers all nine core courses of the EMBA* into compact modules: a long-weekend with a unique consulting skills workshop (Problem Solving & Decision Making), followed by three intensive six-day weeks between January and September, two of which will be in Berlin (travel and accommodation costs for London students is covered by the School). The graduation ceremony takes place in November in London. The course minimises the time participants take off work, with many using annual leave.

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Dr. Marie Taillard, Director of the Creativity Marketing Centre at ESCP Europe Business School, and Judy Bayer, Director Strategic Analytics for Teradata International, recently published a blog on the Harvard Business Review suggesting a new approach to segmentation.

The authors agreed to work on a new type of segmentation based the combinations of jobs that customers need to get done.  Here's how the "jobs done" segmentation works:

Posted by Marie Taillard and Benjamin Voyer @marietaillard at 11:20 - 0 Comments

Dr. Marie Taillard, Director of the Creativity Marketing Centre (CMC) at ESCP Europe and Dr. Benjamin Voyer, Assistant Professor of Marketing at ESCP Europe joined the International Centre for the Cultural Psychology of Creativity (ICCPC) at Aalborg University in Denmark as Associates.

The ICCPC promotes the study of creativity from a social and cultural perspective. Its approach has empowered a sociomaterial, systemic framework that shows the multiple actors, audiences, actions, artefacts and affordances involved in creative acts.

Posted by Tom van Laer - @tvanlaer at 11:25 - 0 Comments

This week, my colleagues and I hosted Dr Elif Izberk-Bilgin of the University of Michigan-Dearborn. Elif has written some influential papers on consumer activism, or what is often termed consumerism, such as one in the Journal of Consumer Research in 2012 on the rise of consumerism in Muslims as a key component of an anti-globalization movement.

Posted by Vlad Glavenau at 12:29 - 0 Comments

We live in an age of contradictory messages regarding creativity. On the one hand, (Western) society as a whole is promoting, through education and media, a view that everyone is creative, or at least has the potential to act creatively. On the other hand, (high) creativity is considered to require effort, talent, special mental abilities, a kind of 'gift' some are generously endowed with while others can only struggle to 'receive' (or give?). Despite being exposed to such contradictory messages, one thing is clear for all - employers, educators, parents, your friends and colleagues perhaps - and that is: being creative is one of the highest, most valuable qualities to have in today's world. You need only to open the TV or read a newspaper (focus on job ads) to realise this.

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