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Featured Marketing Articles

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It Takes More Than Math to Design a Distribution Network

New research demonstrates how the most efficient network designs also account for changing market conditions.

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Which Features Increase Customer Retention?

Product features designed to attract new customers differ from features that retain customers.

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When Employees Don’t ‘Like’ Their Employers on Social Media

For companies, the social media behavior of employees represents both an opportunity and a risk.

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Subscription Business Models

How Analytics and AI Are Driving the Subscription E-Commerce Phenomenon

December 6, 2016 | Jay I. Sinha, Thomas Foscht, and Thomas T. Fung

Box subscription companies are growing dramatically, using a high level of personalization and artificial intelligence algorithms to keep customers satisfied and eager for more. Their astute use of social media and influence marketing has also contributed to their startling success.

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Managing the Customer Relationship

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Do You Know What Really Drives Your Business’s Performance?

Performance topology maps offer managers a signpost pointing toward smarter strategies.

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Rethinking the Value of Customers in a Digital Economy

Frontiers |

Research from MIT’s Initiative on the Digital Economy offers new insights into platform markets and network effects.

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Why Managing Consumer Privacy Can Be an Opportunity

Managing consumer data courteously can be a way to build a good relationship with customers.

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Digital Advertising

How We Sell Our Attention

December 16, 2016 | Bruce Posner

Efforts by advertisers to attract attention are not new. What’s different with the web, author Tim Wu says, is the extent to which individuals are willing to open their lives to advertisers and trade away their time and private information for having the world at their fingertips. This creates unprecedented opportunities for manipulation.

The Challenges of Global Markets

Mastering the Market Intelligence Challenge

Multinationals need to start viewing market intelligence as a strategic asset in emerging markets.

The New Mission for Multinationals

Across a broad swath of industries, multinationals are losing ground in emerging markets to local players.

Engaging With Startups in Emerging Markets

Partnering with emerging-market startups is easier if four key factors can be addressed.

Developing New Products in Emerging Markets

A successful innovation developed by Cisco’s R&D unit in India offers practical insights.

Social Media Strategy

Customizing Your Social Strategy to the Platform

Companies that want to draw innovation ideas from social media need customized approaches. An approach that works on Facebook, for example, is different from one that works on LinkedIn. Companies also should emphasize the “social” by helping users create or enhance relationships. Companies that do this often benefit through people’s subsequent engagement with the company’s online innovation activities.

Can Social Media Cultivate Long-Term Loyalty?

If your brand is on Instagram or other social media platforms, your current followers are likely also your future customers. Engaging them now, and continuing to keep them engaged, can influence the likelihood of maintaining – and reaping the benefits of – their long-term loyalty.

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