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Featured Marketing Articles

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Exploring the Ethical Limits of App Design

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What’s happening this week at the intersection of management and technology.

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Why Great New Products Fail

Companies often don’t focus enough on understanding how customers decide what to purchase.

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When Customers Become Fans

Smartphone maker Xiaomi cultivates user pride through user-centered and open innovation.

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When CEOs Tweet

How CEOs Can Leverage Twitter

December 14, 2015 | Claudia Kubowicz Malhotra and Arvind Malhotra

Rather than waiting for impressions about a company to be driven by others in social media, CEOs of large companies can help shape the conversation by becoming active on Twitter. Journalists often check a CEO’s Twitter account before covering the CEO or the company, and certain types of business-related CEO tweets — including tweets about new management initiatives; strategy and performance; and new products and services — have even correlated with positive movement of company stock prices.

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Reaching Customers Online

"If your brand is on Instagram or other social media platforms, your current followers are likely also your future customers. They’re listening today to whether and how you interact with your current customers." — Danielle Dalton, Bridget Akinc, and Gerald C. Kane, "Can Social Media Cultivate Long-Term Loyalty?"

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Raising Your Brand’s Profile

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Image courtesy of Flickr user Stuck in Customs.

The Power of a Good Logo

Research suggests that a good corporate logo can have a positive effect on customer commitment.

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The Upside to Large Competitors

New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations.

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Connecting Sales With Operations

Integrating Supply and Demand

June 16, 2015 | Wendy L. Tate, Diane Mollenkopf, Theodore Stank and Andrea Lago da Silva

To compete in different strategic segments at the same time, companies need close coordination between the sales side of the company and supply chain operations. Just as importantly, joining the supply and demand sides of an enterprise presents an opportunity for efficiency and value creation. “A company may have an excellent sales and marketing team and a top-flight operations team and still deliver the wrong benefits to a customer,” the authors note. This article includes an online questionnaire for assessing the current stage of your company’s demand and supply integration, with suggestions for how to improve.

Keeping Pace With Changing Pricing Models

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Adapting to the Sharing Economy

New strategies are helping companies embrace “collaborative consumption” and the “sharing economy.”

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When Customers Help Set Prices

For most companies, pricing has long been a sensitive, private affair. But what happens when you outsource some pricing choices to customers?

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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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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.

Marketing Metrics

The Metrics That Marketers Muddle

March 15, 2016 | Neil T. Bendle and Charan K. Bagga

Well-defined metrics are critical to effective marketing. However, despite their widely acknowledged importance, five of the best-known marketing metrics — market share, net promoter score, the value of a “like,” customer lifetime value, and ROI — are regularly misunderstood and misused. This confusion undermines the marketing discipline’s reputation for delivering results. The authors present Do’s and Don’ts for using these metrics and flow charts with detailed advice for developing each metric.