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Featured Marketing Articles

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When Customers Become Fans

Smartphone maker Xiaomi cultivates user pride through user-centered and open innovation.

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How Well Does Your Company Integrate Demand and Supply?

An online questionnaire helps assess how well a company's supply chain and sales operations are integrated.

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Creating Online Videos That Engage Viewers

The Holy Grail of modern online marketing is video content that “goes viral.” So how does it happen?

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The Ultimate Pricing Strategy?

How to Win a Price War

March 18, 2014 | Patrick Reinmoeller

There are usually no winners in price wars. But under the right circumstances, it’s possible to win a price war by leveraging a specific set of strategic capabilities. These include the ability to read how things are changing, the skills to analyze data to identify trends and opportunities and the wherewithal to implement organizational changes both internally and across the value chain. Albert Heijn, a Dutch grocer, started and won a price war through its strategic capabilities and skills.

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Marketing From the C-Suite

"If your executives are currently using digital tools for communication (i.e., email)," writes Boston College's Jerry Kane in "Balancing Tradeoffs in Social Media," then they "should begin using social media as well."

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How CEOs Can Leverage Twitter

By tweeting, CEOs have an opportunity to initiate and influence online conversations.

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The Social Side of Marketing

The prospect of free viral marketing is incredibly appealing — but often elusive. Many companies are looking beyond simply establishing a social presence toward getting social media marketing right.

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Customizing Social Media Marketing

There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.

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How McDonald’s Cooked Up More Transparency

November 12, 2015 | Lainey Garcia (McDonald’s USA), interviewed by Gerald C. Kane

The McDonald’s “Our Food. Your Questions.” campaign engaged customers on social media and the web. As manager of brand reputation and public relations for the U.S. McDonald’s Corporation, Lainey Garcia helped put the campaign together. “We had to align those responses across a variety of functions — whether it be legal, supply chain, communications — and really prepare for what we knew consumers were going to ask,” she says. “That was new for many members of our organization, to really understand the nature of social media.”

Marketing Data for Better Decision-Making

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How to Identify the Best Customers for Your Business

Pursuing growth opportunities without defining your ideal customers can hamper profitable growth.

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Telling Data’s Story With Graphics

Graphic presentations of data are making it easier for sales people to see how they’re performing.

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Can You Measure the ROI of Your Social Media Marketing?

Effective social media measurement turns the traditional ROI approach on its head and measures investments made by customers in social media.

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Marketing In Five Dimensions

With the explosion of new technologies comes a new universe of data — and Epsilon is helping businesses navigate it.