Marketing

Featured Marketing Articles

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The New Frontier of Price Optimization

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Identifying the optimal prices for products was once a time-consuming process. That’s changing.

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The Power of Product Recommendation Networks

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Online product recommendation networks can spread demand from one product to another.

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Who Gets Caught in Online Echo Chambers?

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Online personalization algorithms are leading many content viewers to narrower choices.

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Product Customization

Supply Chains Built for Speed and Customization

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June 6, 2017 | ManMohan S. Sodhi and Christopher S. Tang

Thanks to emerging technologies like 3-D printing, manufacturers can offer consumers customized products and do so with unprecedented speed. Intrigued by a new product you saw in a YouTube video? Well, someday soon you may be able to personalize it, order it via the company’s website, and have it in your hands in a matter of days. But to enable this phenomenon at scale, an entirely new model of supply chain is required.

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Developing Products for Global Markets

Mastering the Make-in-India Challenge

Despite India’s economic growth, many foreign companies have found it difficult to make money selling there. But a number of companies have found a winning strategy that involves weaving together local and global value chains.

Developing New Products in Emerging Markets

How can multinational companies turn ideas from their emerging-market subsidiaries into global products? A successful innovation developed by Cisco’s R&D unit in India offers practical insights into how to make that process work effectively. Key enablers in the Cisco case included well-developed R&D capabilities at a company center in Bangalore, a large market opportunity, and the support of executive champions. The process also demanded clarity about what product to develop, and how — including working on a shoestring budget.

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Trends in Digital Marketing

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How Product Features Support Repeat Business

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

When Employees Don’t ‘Like’ Their Employers on Social Media

When employees are not fans or supporters of the company’s products on social media, it sends an ambiguous message and could deprive the company of potential supporters. Employers can counter this by encouraging their “digital native” employees to become brand ambassadors for the company.

Rejuvenating a Brand Through Social Media

When Nestlé UK invited customers to vote for a new chocolate bar flavor, the company’s target customers participated in droves. By leveraging social media for the Kit Kat brand, the company was able to build positive word of mouth through consumers who became brand advocates; increase sales; and generate a higher return on investment. The process followed a four-step framework that any company can use to extract valuable information from the vast amount of data generated by social media.

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