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Featured Marketing Articles

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Should Employees Be Encouraged to Tweet?

Companies that want employees to be stewards of the brand should trust them to represent the organization well on social media.

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Mastering the ‘Name Your Product Category’ Game

The ideal window of opportunity to enter a new industry starts when a dominant category label is introduced.

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The Case for ‘Benevolent’ Mobile Apps

Smartphone apps that provide consumers with helpful information can improve users’ trust in a brand.

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Picking the Right Social Platforms

Simplifying the Enterprise Social Media Landscape

February 3, 2015 | Gerald C. Kane

Social media platforms provide two key capabilities in the enterprise context — managing networks and sharing digital content. The problem is, with multitudes of platforms available — and features changing daily! — it’s hard to pick among them. Blogger Gerald C. Kane outlines a simple method for making optimal decisions about which social media platforms an enterprise should use.

Gaining New Insights About Your Customers

How well do you really understand your customers -- and their relationship to your business? These articles offer insights on both of those topics.

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Reading Global Clients’ Signals

Big data analysis can help geographically distributed companies monitor customer satisfaction.

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What Unhappy Customers Want

Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.

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Is the Price Right?

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Will Customers Be Fair When They Pay-As-They-Wish?

Organizations can encourage customers to be fair so that freeloaders won’t ruin pay-as-you-wish pricing.

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Is It Time to Rethink Your Pricing Strategy?

Almost any business can improve its pricing performance, if it broaches pricing in a structured way.

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How to Win a Price War

It’s possible for a company to win a price war by leveraging a specific set of strategic capabilities.

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Why the Highest Price Isn’t the Best Price

Organizations can pick price points that provide both profits and long-term value to suppliers.