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Zheng Fang et al.
New research shows that mobile advertising targeted to consumers based on their locations can be effective.
Gerald C. Kane
Social media environments challenge managers to think in nonlinear ways about their business.
David R. Bell et al.
To thrive in today’s retail environment means reexamining how both information and products are delivered.
June 22, 2011 | V. Kumar and Denish Shah
Traditional marketing practices are increasingly viewed with skepticism. In many organizations, marketers struggle to document the return on investment for expenditures; as a result, marketing has less influence in the boardroom — and marketing is viewed as a questionable cost rather than a worthy investment. This article is based on a study that found that certain marketing techniques can influence a company’s stock market valuation — if the techniques increase customer lifetime value.
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?