MIT Sloan Management Review

When one company acquires another, executives have 10 distinct options for the corporate rebranding. Selecting the right strategy can set forth a compelling vision for the combined entity and send important signals to employees and the outside world.

The Internet marketplace allows companies to produce and sell a far wider range of products than ever before. This profoundly changes both consumer behavior and business strategy.

A market research technique called conjoint analysis can help managers predict what kind of affinity marketing program is likely to offer the best return on investment for their brand.

The marketing implications of litigation are often not factored into the decision to take legal action -- but they should be.

Many of the ups and downs of a company's revenue stream can be smoothed out. Doing so, though, requires a fundamental change in how the organization prioritizes its sales activities.

The growing popularity of cell phones and other hand-held mobile devices has opened up new marketing possibilities.

Too much familiarity with customers can backfire, but engaging them in multisided conversations, or "polylogues," can manage the risks and get better results.

In service businesses as in others, work can be performed and stored in anticipation of demand. By wisely choosing what kind of inventory to hold, companies can improve quality, response times, customization and pricing.

RESEARCH BRIEF: Recent research has greatly improved management's ability to anticipate customer wants.

Many common marketing activities are coming under greater scrutiny from regulators, lawyers and scholars. Companies are scrambling to figure out how that will affect competition.