Featured Marketing Articles
Research from MIT’s Initiative on the Digital Economy offers new insights into platform markets and network effects.
Performance topology maps offer managers a signpost pointing toward smarter strategies.
Neil T. Bendle and Charan K. Bagga
Despite their importance, five popular marketing metrics are regularly misunderstood and misused.
March 15, 2016 | Srivardhini K. Jha, Ishwardutt Parulkar, Rishikesha T. Krishnan, and Charles Dhanaraj
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.
Managing Brands with Social Media
Deborah L. Roberts and Frank T. Piller
Social media provides a game-changing opportunity to support innovation and new product development.
Matthew Mount and Marian Garcia Martinez
Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.
Danielle Dalton et al.
If your brand is on Instagram or other social media platforms, your current followers are likely also your future customers.
Jielin Dong and Yanli Zhang
Smartphone maker Xiaomi cultivates user pride through user-centered and open innovation.
Strategic Product Marketing
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.
Data-Driven Sales and Marketing
H. James Wilson et al.
How human vigor and algorithmic rigor are joining forces in the sales function.
Andy Frawley (Epsilon), interviewed by Sam Ransbotham
With the explosion of new technologies comes a new universe of data — and Epsilon is helping businesses navigate it.
Christian Schulze et al.
There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.