Featured Marketing Articles
ManMohan S. Sodhi and Christopher S. Tang
Thanks to technologies like 3-D printing, a new supply chain model is emerging.
Ram Mudambi et al.
Some multinationals have a winning India strategy that involves both local and global value chains.
Renée Richardson Gosline et al.
Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.
Strategies for 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
Jay I. Sinha et al.
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.
H. James Wilson et al.
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.
Selling with Social Media
Manuel Cebrian et al.
Why hasn’t the proliferation of social media resulted in long-lasting social and business change?
Marie-Cécile Cervellon and Pamela Lirio
For companies, the social media behavior of employees represents both an opportunity and a risk.
Tucker J. Marion et al.
Companies that want to draw innovation ideas from social media need customized approaches.
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
Suketu Gandhi and Eric Gervet
Products connected to the Internet of Things are providing unprecedented levels of information.
Jielin Dong and Yanli Zhang
Smartphone maker Xiaomi cultivates user pride through user-centered and open innovation.
Omar Merlo et al.
Emphasizing customer participation is an important vehicle for generating valuable repeat business.
Matthew Mount and Marian Garcia Martinez
Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.