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Featured Marketing Articles

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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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Customizing Social Media Marketing

There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.

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How Effective Is Location-Targeted Mobile Advertising?

New research shows that mobile advertising targeted to consumers based on their locations can be effective.

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With Product Introductions, Timing’s the Thing

Mastering the ‘Name Your Product Category’ Game

December 16, 2014 | Fernando F. Suarez and Stine Grodal

When is the best time to enter a new industry? As it turns out, understanding the product category dynamics in an emerging industry and when a dominant category label has been introduced are important to identifying the “window of opportunity” to enter. Dominant category labels typically are introduced right before the industry starts a phase of rapid growth and consolidation. Companies would do well to track category labels before introducing a product in a nascent industry.

Customer Service Moves to Social Media

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.

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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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Options in Pricing Strategy

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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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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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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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Should You Punish or Reward Current Customers?

Should you offer your best prices to new customers or existing ones?