Marketing

Featured Marketing Articles

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Supply Chains Built for Speed and Customization

Frontiers |

Thanks to technologies like 3-D printing, a new supply chain model is emerging.

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Mastering the Make-in-India Challenge

Some multinationals have a winning India strategy that involves both local and global value chains.

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The Power of Consumer Stories in Digital Marketing

Frontiers |

Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.

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Strategies for Customer Retention

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.

What Technology Means for Marketing

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

Box subscription companies are growing dramatically, using a high level of personalization and artificial intelligence algorithms to keep customers satisfied and eager for more. Their astute use of social media and influence marketing has also contributed to their startling success.

Sales Gets a Machine-Learning Makeover

Frontiers |

New advances in machine learning are allowing sales teams to manage huge amounts of data to become more effective and efficient. Our research suggests three main ways machine learning is being successfully integrated into sales processes. First, it allows for a scientific approach that clarifies opaque parts of the sales process. Second, it enables more-effective data-driven experimentation. Third, it automates administrative duties that take time away from higher-value tasks.

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Selling with Social Media

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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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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.

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Customizing Your Social Strategy to the Platform

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

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Positioning New Products

Why Great New Products Fail

March 15, 2016 | Duncan Simester

Many innovative new products don’t succeed. One common reason: Companies don’t focus on understanding how customers make purchase decisions. But paying attention to how customers search for information about what to buy, and how they make guesses about details they can’t easily find, helps predict whether customers will embrace certain product innovations. Companies need to focus on innovations that customers will easily recognize or find ways to alert them to innovations they may not detect on their own.

Learning From Your Customers

Now That Your Products Can Talk, What Will They Tell You?

Products connected to the Internet of Things are providing unprecedented levels of information.

When Customers Become Fans

Smartphone maker Xiaomi cultivates user pride through user-centered and open innovation.

Why Customer Participation Matters

Emphasizing customer participation is an important vehicle for generating valuable repeat business.

Rejuvenating a Brand Through Social Media

Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.