Latest Marketing Research

Access cutting-edge marketing research exploring the issues and challenges faced by marketing practitioners across the globe, offering perspectives from our world-leading faculty, researchers and business leaders.

What's in a name?

Nader Tavassoli, Professor of Marketing, has taken a look at how messages are processed differently by readers of Chinese and English.
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Brand polarisation.

Nader Tavassoli suggests that marketers should actively manage those people who love their brand, but also actively manage those people that don't.
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Defending against new entrants

In this article taken from our Marketing Insight publication, Issue 6, September 2006, John H Roberts aims to help players understand the marketing environment in which they are currently leaders.
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Do defaults make a difference?

In this article taken from Marketing Insight , Issue 5, February 2006, marketing principles, applied to matters of policy, can do more good than we give them credit for. Stronger still, they can save lives.
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