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London Business School Review

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Wow your customers. Win their loyalty. Wonder at the results

What really goes into consumers’ and managers’ decisions – and how can you use this knowledge to strengthen your brand?

By Simona Botti

Which customers generate the most profit for your business and does it pay to put their happiness above all others?

By Vasiliki Kostami

Choice can be bewildering and destructive when handled wrongly. We get picky with Simona Botti

By Simona Botti

The national brand needs attention, says LBS marketing professor Nader Tavassoli

By Nader Tavassoli

Stephen J Anderson’s hands-on approach to marketing research took him from London Business School to the townships of South Africa.

By Kathy Brewis

To be an influential marketer, make sure you know and tackle the big company issues as well as the big customer issues.

By Patrick Barwise

To maximise your business impact and career success as a marketer, you need the 12 powers of a marketing leader.

By Thomas Barta

Sport embodies a set of values that corporate brands aim to reflect. But it’s easy to get brand associations wrong.

By Anna Johnston

“My ordering of these books has a step-by-step logic” says Professor Tavassoli. Here’s his top seven books on building strong brands.

By Nader Tavassoli