Marketing

Featured Marketing Articles

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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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The Upside to Large Competitors

New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations.

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How Facebook is Delivering Personalization on a Whole New Scale

By overlaying tiers of customer data, Facebook is delivering personalization on a scale never seen before.

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MIT SMR’s 2014 Social Business Research Report

Moving Beyond Marketing

July 14, 2014 | Gerald C. Kane, Doug Palmer, Anh Nguyen Phillips, David Kiron, Natasha Buckley

The 2014 research report by MIT Sloan Management Review and Deloitte finds that measurement sophistication is finally taking hold in social business. More than 90% of “socially maturing” companies actively measure their social business efforts, and measurement sophistication is starting to prove its value. As well, social business is becoming not just a B-to-C phenomenon, with nearly 60% of B-to-B companies saying that social business initiatives are positively impacting business outcomes. Crucial to all these efforts: C-suite leadership.

Customer Service Moves to Social Media

Increasingly, companies are handling their customer service not just through email and online chats but in more public forums: Facebook and Twitter, specifically. It's a cultural shift that many customers applaud.

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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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Options in Pricing Strategy

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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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When Customers Help Set Prices

For most companies, pricing has long been a sensitive, private affair. But what happens when you outsource some pricing choices to customers?

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The Big Difference a Penny Makes

Should you price a consumer product at a price that ends in 99 cents — or price it at a round dollar amount?

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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.