The business of convenience: why marketers should be obsessed with "fast" and "easy"?
Written on 24 Jun 2019.
What matters to consumers is the time and effort they have to expend – the less, the better. Some time ago, people used to be patient. But today's users want things faster and easier.
It's all about convenience - but what is convenience exactly? And what marketers should do to interact with today’s hyper-connected (and impatient!) consumers? Arne De Keyser, Assistant Professor - Marketing at EDHEC Business School shares his interesting insights.
Read more:
https://www.edhec.edu/en/edhecvox/marketing/business-convenience-why-mar...?
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About EDHEC
Operating from campuses in Lille, Nice, Paris, London and Singapore, EDHEC is one of the world’s top 15 European business schools. Fully international and directly connected to the business world, EDHEC is a school for business, rather than a business school, where excellence in teaching and research focuses on innovation to stimulate entrepreneurship and creativity. For business from birth and dedicated to business, EDHEC makes entrepreneurs for life, able to remodel or create successful businesses wherever they work.
EDHEC functions as a genuine laboratory of ideas and produces innovative solutions valued by businesses. The School’s teaching philosophy, inspired by its award-winning research activities, focuses on “learning by doing”.
