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Featured Marketing Articles


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.


The High Price of Customer Satisfaction

Misguided attempts to improve satisfaction can damage a company’s financial health.


What Unhappy Customers Want

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



How To Gain Customer Insight

Ethnography in Action at Wells Fargo

March 30, 2014 | Leslie Brokaw

How do companies gain value from ethnography — the in-person study of how people actually use a product or service? Wells Fargo Bank commissioned an ethnographic project and found out for itself. The bank was able to determine that customers approach retirement with three styles: they were either Reactors, Poolers or Maximizers. The bank learned, for instance, that the language of customers who were Maximizers would not resonate with Poolers — and so it developed new kinds of messaging for each.


Online retailing is far and away the fastest growing retail sector in the United States. While there are no straightforward rules about where to look for e-commerce customers, there are proven strategies for finding them — and keeping them.


How Not to Market on the Web

Ads that complement online content can be effective — but not if they rouse consumers’ privacy concerns.


Social Media in Marketing and Sales


The Art of Selling with Social Tools

As daily life goes digital, Hearsay Social develops a social media platform to generate sales leads.


Increasing the ROI of Social Media Marketing

Using a seven-step process, an ice cream retailer substantially improved its social media marketing.


How “Social Selling” Is Reinventing Cold Calling

At LinkedIn, the sales staff has become well-versed in the use of social media tools to open doors.


How to Create Brand Engagement on Facebook

What determines whether consumers will “like,” comment on or share a company’s Facebook posts?