Cranfield School of Management

Latest News

• How Variability Perceptions Affect Brand Extension Evaluations

  By Centre for Strategic Marketing and Sales | 18/04/2013 More

• Marketing a Green Brand and Measuring Sales Performance Articles

  By Centre for Strategic Marketing and Sales | 08/04/2013

  Marketing Academics Professor Lynette Ryals and Dr Javier Marcos have had their articles published recently in the magazine Admap.

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• Big Data does not Necessarily Equate to Big Insight!

  By Centre for Strategic Marketing and Sales | 26/03/2013

  Dr Emma Macdonald chaired a panel discussion on building a unified customer view as part of the Big Data debate at the 2013 Market Research Society Conference in London.

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• Marketing Leaders Must Re-Think Their Priorities

  By Dr Stan Maklan & Dr Radu Dimitriu | 17/03/2013

  A new report from Cranfield School of Management shows that marketing leaders have become consumed with online marketing tools at the expense of their internal leadership role, which is damaging their ability to influence strategy.

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Cranfield On

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  Better Customer Insight in Real Time

  By Emma Macdonald and Hugh Wilson | 04/09/2012

  Dr Emma Macdonald and Professor Hugh Wilson have been working with a number of leading companies over the past two years on a new research tool ‘real-time experience tracking’ (RET) that helps companies to better understand the needs of their customers. The research has been published in the Harvard Business Review.

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  Customer Experience: Are we measuring the right things?

  By Stan Maklan | 17/07/2012

  Organisations are increasingly competing on the basis of customer experience, academics and practitioners are struggling to understand and define the concept. Maklan and Klaus argue that customer experience is still being measured against criteria more suited to evaluating product and service marketing. Therefore, there is a need to update customer experience measurement and align it with the nature of the firms’ offer to customers.

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Latest Publications

Latest Book Summaries

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  Explaining Cameron's Coalition: Explaining the Outcome of the 2010 British General Election

  By Robert Worcester, Roger Mortimore, Paul Baines and Mark Gill | 05/05/2011

  A detailed view of the 2010 British general election and how it resulted in a coalition Government. Its discussions centre around the results of opinion polls capturing the public’s opinion of the political parties, their leaders and the election, and giving depth to what happened in the periods before, during and after the election.

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