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EMC

European Marketing Confederation

The European Marketing Confederation is an international marketing body of which MII is a member.

 

Marketing Agenda 2019

Marketing Agenda 2019 is the latest in a series of trend studies published by the European Marketing Confederation (EMC). It was drawn up in late 2018 with the aim of providing detailed insights into the challenges faced and specific strategies adopted by European CMO’s and in turn identifying the trends to be expected in 2019. The primary objectives of the study were to determine both the most important issues and the key challenges and barriers from a marketing and sales perspective in 2019. A total of nearly 1,000 European marketing and sales managers were surveyed, with 676 full responses received. An additional 28 personal interviews were also carried out.

Read here.

 

Academic articles

content marketing

 

DECEMBER 2018

Implementing content marketing

Prof. Dr. Peter Mathias Fischer
Assistant Professor Institute of Marketing at University of St. Gallen, Switzerland

Prof. Dr. Sven Reinecke
Executive Director of the Institute, Associate Professor at the Institute of Marketing, University of St. Gallen, Switzerland

 

bots

 

OCTOBER 2018

Chatting with (Ro)bots: Do humans interact the same with a chatbot as they would with each other?

Professor Yolanda Jordaan
Head of Department of Marketing Management
at University of Pretoria

 

 

tiebreak selling

 

MAY 2018

Are you well prepared for a tiebreak? Some tips for B2B marketers and sales people

Professor Marc Logman
Leuven University, Belgium and Hasselt University

 

 

social media engagement and loyalty

 

APRIL 2018

Can rewarded engagement lead to more loyalty?

Professor Yolanda Jordaan
Head of Department of Marketing Management at University of Pretoria

 

 

 

social media b2b

 

MARCH 2018

Leveraging social media: strategies for B2B companies

Professor Marc Logman
Leuven University, Belgium and Hasselt University

 

 

 

connected customer

 

FEBRUARY 2018

Marketing and the Connected Customer

Gerrit van Bruggen
Professor of Marketing, Rotterdam School of Management, Erasmus University

 

 

 

fake customer reviews

 

JANUARY 2018

How real customers spot fake customer reviews

Dr Raffaele Filieri
Senior Lecturer in Marketing, Newcastle University

 

 

 

market segmentation

 

OCTOBER 2017

Market Segmentation - still the bedrock of commercial succes

Professor Malcolm McDonald
Emeritus Professor at Cranfield School of Management and a Professor at Warwick, Henley, Aston, Bradford Business Schools and the Sino-British College USST Shanghai

 

what customers think

 

SEPTEMBER 2017

Do managers really know what their customers think and why?

Professor Spiros Gounaris 
Associate Vice Dean Research, Department of Marketing, University of Strathclyde Business School

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