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Featured Marketing Articles

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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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Why Your Company Is Probably Measuring Social Media Wrong

Social media environments challenge managers to think in nonlinear ways about their business.

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How to Win in an Omnichannel World

To thrive in today’s retail environment means reexamining how both information and products are delivered.

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Marketing, Lifetime Value, and Stock Valuation

Can Marketing Lift Stock Prices?

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.

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?