Contributors
Articles by Herzog, Walter
Hattula, Johannes D.; Dahl, Darren; Herzog, Walter
Marketing is all about understanding customer preferences and providing solutions that match these preferences. However, marketers’ perceptions of their target customers’ preferences can be biased through the so-called false consensus effect, whereby marketers project their personal preferences onto customers.
Herzog, Walter; Morhart, Felicitas
In most service businesses customers' perceptions of a corporate brand depend highly on the behavior of frontline staff. Service firms face the challenge of having employees ...