Marketing

Featured Marketing Articles

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The Case for ‘Benevolent’ Mobile Apps

Smartphone apps that provide consumers with helpful information can improve users’ trust in a brand.

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Why Your Company Is Probably Measuring Social Media Wrong

Social media environments challenge managers to think in nonlinear ways about their business.

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How to Win in an Omnichannel World

To thrive in today’s retail environment means reexamining how both information and products are delivered.

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With Product Introductions, Timing’s the Thing

Mastering the ‘Name Your Product Category’ Game

December 16, 2014 | Fernando F. Suarez and Stine Grodal

When is the best time to enter a new industry? As it turns out, understanding the product category dynamics in an emerging industry and when a dominant category label has been introduced are important to identifying the “window of opportunity” to enter. Dominant category labels typically are introduced right before the industry starts a phase of rapid growth and consolidation. Companies would do well to track category labels before introducing a product in a nascent industry.

Strategies for Social Media

How are companies making Facebook, Twitter, and other social media work for them? These articles present strategies and real-world examples.

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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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Trade Offs For Good Customer Service

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Should Your Business Be Less Productive?

In service businesses, there is often a trade-off between productivity and 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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How to Drive Customer Satisfaction

Product selection is one of six significant drivers of customer satisfaction for e-retailers.

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Why CRM Fails — and How to Fix It

Sophisticated relationship management resources alone won't make customers more loyal.