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Christian Schulze et al.
There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.
Zheng Fang et al.
New research shows that mobile advertising targeted to consumers based on their locations can be effective.
David R. Bell et al.
To thrive in today’s retail environment means reexamining how both information and products are delivered.
October 27, 2014 | Leslie Brokaw
Brands are extremely interested in finding out what people are talking about on Twitter and Facebook — what’s known in the industry as “chatter data.” This is a kind of real-time knowledge that Facebook, for one, has the ability to capture — and share. Blake Chandlee, vice president of global partnerships at Facebook, says that Facebook is working with brands such as Procter & Gamble and Unilever to help them understand their consumers through this detailed social data.
Increasingly, companies are handling their customer service not just through email and online chats but in more public forums: Facebook and Twitter, specifically. It's a cultural shift that many customers applaud.
Martijn van der Zee (KLM), interviewed by Gerald C. (Jerry) Kane
For KLM, social business developed in response to an epic customer service crisis.
Mavis T. Adjei et al.
To improve online brand communities, companies need to enhance customer-to-customer communication.
Marc Grainer et al.
Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.
Thomas M. Tripp and Yany Grégoire
Companies need to understand and manage the rising threat of online public complaining.
Why are companies still using snail mail to deliver information that customers need in real time?
Sriram Dasu and Richard B. Chase
Organizations need to value the “soft side” of customer management: emotions, trust and control.
Andreas Hinterhuber and Stephan Liozu
Almost any business can improve its pricing performance, if it broaches pricing in a structured way.
Marco Bertini and Oded Koenigsberg
For most companies, pricing has long been a sensitive, private affair. But what happens when you outsource some pricing choices to customers?
It’s possible for a company to win a price war by leveraging a specific set of strategic capabilities.
Jiwoong Shin and K. Sudhir
Should you offer your best prices to new customers or existing ones?