Marketing

Featured Marketing Articles

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Beyond Viral: Generating Sustainable Value From Social Media

Frontiers |

Why hasn’t the proliferation of social media resulted in long-lasting social and business change?

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

Subscription e-commerce uses AI to offer personalized, low cost, convenient products. It’s working.

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Mastering the Market Intelligence Challenge

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

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Finding and Keeping Customers

Which Features Increase Customer Retention?

November 30, 2016 | Rebecca W. Hamilton, Roland T. Rust, and Chekitan S. Dev

Companies have an incentive to design goods and services with customer retention in mind. Unfortunately, they often add expensive features to their offerings without knowing whether or how much they will increase retention — and adding too many features can actually decrease customer satisfaction with products after customers have used them.

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Social Media Marketing

Should You Use the Value of a “Like” as a Metric?

Social media strategy shouldn’t be seen as the driver of value difference between a company’s fans and nonfans.

Customizing Your Social Strategy to the Platform

Companies that want to draw innovation ideas from social media need customized approaches.

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.

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.

Coordinating Sales and Inventory

Integrating Supply and Demand

June 16, 2015 | Wendy L. Tate, Diane Mollenkopf, Theodore Stank and Andrea Lago da Silva

To compete in different strategic segments at the same time, companies need close coordination between the sales side of the company and supply chain operations. Just as importantly, joining the supply and demand sides of an enterprise presents an opportunity for efficiency and value creation. “A company may have an excellent sales and marketing team and a top-flight operations team and still deliver the wrong benefits to a customer,” the authors note. This article includes an online questionnaire for assessing the current stage of your company’s demand and supply integration, with suggestions for how to improve.

Competing in Emerging Markets

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Engaging With Startups in Emerging Markets

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

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Developing New Products in Emerging Markets

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

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The New Mission for Multinationals

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

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