Marketing

Featured Marketing Articles

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Are Social Media’s Benefits Getting Lost in Translation?

For multinational companies, language barriers are a key obstacle to social business. Can a multilingual approach work?

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Should Employees Be Encouraged to Tweet?

Companies that want employees to be stewards of the brand should trust them to represent the organization well on social media.

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How to Tee Up Choices: The Upside of Default Rules

How much choice do people really want? Default rules, which establish decision-making starting points, can help.

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Marketing and New Product Development

The Easy Industry Research Hardly Anybody Uses

March 27, 2015 | Leslie Brokaw

Before introducing a new product to an emerging industry, companies should track the evolution of category labels in that industry. “Once you understand the nature of category labels and how they evolve, you can fairly easily track them,” write Fernando F. Suarez and Stine Grodal, both of Boston University School of Management. “But few companies do.”

Where to Look for Customer Insight

How well do you really understand your customers -- and their relationship to your business? These articles offer insights on both of those topics.

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Reading Global Clients’ Signals

Big data analysis can help geographically distributed companies monitor customer satisfaction.

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What Unhappy Customers Want

Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.

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Is the Price Right?

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Will Customers Be Fair When They Pay-As-They-Wish?

Organizations can encourage customers to be fair so that freeloaders won’t ruin pay-as-you-wish pricing.

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Is It Time to Rethink Your Pricing Strategy?

Almost any business can improve its pricing performance, if it broaches pricing in a structured way.

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How to Win a Price War

It’s possible for a company to win a price war by leveraging a specific set of strategic capabilities.

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Why the Highest Price Isn’t the Best Price

Organizations can pick price points that provide both profits and long-term value to suppliers.