Marketing

Featured Marketing Articles

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Rethinking the Value of Customers in a Digital Economy

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Research from MIT’s Initiative on the Digital Economy offers new insights into platform markets and network effects.

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Do You Know What Really Drives Your Business’s Performance?

Performance topology maps offer managers a signpost pointing toward smarter strategies.

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The Metrics That Marketers Muddle

Despite their importance, five popular marketing metrics are regularly misunderstood and misused.

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Emerging Markets

Developing New Products in Emerging Markets

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

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Finding the Right Role for Social Media in Innovation

Social media provides a game-changing opportunity to support innovation and new product development.

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Rejuvenating a Brand Through Social Media

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

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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.

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When Customers Become Fans

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

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Strategic Product Marketing

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.

Data-Driven Sales and Marketing

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Sales Gets a Machine-Learning Makeover

Frontiers |

How human vigor and algorithmic rigor are joining forces in the sales function.

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Marketing In Five Dimensions

With the explosion of new technologies comes a new universe of data — and Epsilon is helping businesses navigate it.

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Customizing Social Media Marketing

There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.

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