Is the latest iPhone a good value? Should you accept that promotion you’ve been offered? Should you pay to have someone come and fix your leaky toilet or fix it yourself? Although we might delude ...

The process of marketing a new product or service begins when you create a frame of reference. Essentially, the frame of reference is the way your product is perceived by the market and consumer; for ...

Many years ago, I was hiking with my family in the mountains. I began to suffer from hay fever, so I walked down to the valley to a convenience store to buy some allergy medicine. After searching the ...

MK Raghavendra’s Thinking Cinema: A Handbook for Cinephiles says it all in the title itself. Running over 300 pages, this substantial volume looks at different aspects of the movie-making business by ...

How can you establish a connection between your products and the customer’s decisions, while informing the experiences you create? Ian Jindal ponders how retailers can create the frame of reference ...