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Neeru Paharia et al.
New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations.
Blake Chandlee (Facebook), interviewed by Gerald C. (Jerry) Kane
As Facebook becomes adept in overlaying tiers of customer data, it’s delivering personalization on a mass media scale never seen before.
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?
July 14, 2014 | Gerald C. Kane, Doug Palmer, Anh Nguyen Phillips, David Kiron, Natasha Buckley
The 2014 research report by MIT Sloan Management Review and Deloitte finds that measurement sophistication is finally taking hold in social business. More than 90% of “socially maturing” companies actively measure their social business efforts. The authors explain why C-suite leadership is crucial to reaping value from social business.
Increasingly, marketing in the social media world — Twitter, Facebook, Instagram and more — means carefully engaging and delighting customers. Get it right, and customers will do the selling for you. Get it wrong, and the wrath of the Internet will rain down on your brand.
V. Kumar and Rohan Mirchandani
Using a seven-step process, an ice cream retailer substantially improved its social media marketing.
Gerald C. Kane
Two World Cup-related gaffes by international airlines offer lessons for social business.
Mavis T. Adjei et al.
To improve online brand communities, companies need to enhance customer-to-customer communication.
B. Bonin Bough (Mondelez International), interviewed by David Kiron
B. Bonin Bough oversees social media for Oreo, Ritz and Cadbury — big brands with big activity in the social world.
Chris Andrew and Gary Liu (Hearsay Social), interviewed by Gerald C. (Jerry) Kane
As daily life goes digital, Hearsay Social develops a social media platform to generate sales leads.
Viral marketing is an appealing idea, but it doesn’t describe how online adoption usually happens.
Jiwoong Shin and K. Sudhir
Should you offer your best prices to new customers or existing ones?
Omar Merlo et al.
Emphasizing customer participation is an important vehicle for generating valuable repeat business.
Grahame R. Dowling and Mark Uncles
Loyalty programs must enhance the overall value of the product or service and motivate buyers to make their next purchase.
Rolph E. Anderson et al.
Product selection is one of six significant drivers of customer satisfaction for e-retailers.