Branding
Latest
Digital Marketing
Can You Measure the ROI of Your Social Media Marketing?
Effective social media measurement turns the traditional ROI approach on its head and measures investments made by customers in social media.
Donna L. Hoffman and Marek Fodor
Crisis Management
How to Save Your Brand In the Face of Crisis
Gita V. Johar, Matthias M. Birk and Sabine A. Einwiller
Customers
Is Your Company As Customer-Focused As You Think?
Managers can gauge their company’s customer focus by posing a set of five specific questions.
Patrick Barwise and Seán Meehan
Marketing Strategy
Do-It-Yourself Brand Creation
What happens when user communities—connected by the Internet—start to create their own brands?
Do-it-yourself brand creation
New research explores the considerable potential of user-generated brands.
Marketing Strategy
What the Media Is Really Telling You About Your Brand
Grahame Dowling and Warren Weeks
Marketing Strategy
Measuring Brand Health to Improve Top-Line Growth
Julie Dexter Berg, John M. Matthews and Constance M. O”Hare
Marketing Strategy
Rethinking Consumer Boycotts
INTELLIGENCE: New developments, research and ideas in management
Richard Ettenson, N. Craig Smith, Jill Klein and Andrew John
Marketing Strategy
So You Think You Know Your Brand?
A company must have a three-dimensional view of its brand.
Dan Stiff
Marketing Strategy
How Social-Cause Marketing Affects Consumer Perceptions
Paul N. Bloom, Steve Hoeffler, Kevin Lane Keller and Carlos E. Basurto Meza
