Marketing

Featured Marketing Articles

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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

As Facebook becomes adept in overlaying tiers of customer data, it’s delivering personalization on a mass media scale never seen before.

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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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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. The authors explain why C-suite leadership is crucial to reaping value from social business.

Marketing on Social Media

Increasingly, marketing in the social media world — Twitter, Facebook, Instagram and more — means carefully engaging and delighting customers. Get it right, and customers will do the selling for you. Get it wrong, and the wrath of the Internet will rain down on your brand.

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The Multiplier Effect of Social Business Tools

B. Bonin Bough oversees social media for Oreo, Ritz and Cadbury — big brands with big activity in the social world.

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The Art of Selling with Social Tools

As daily life goes digital, Hearsay Social develops a social media platform to generate sales leads.

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The Myth About Viral Marketing

Viral marketing is an appealing idea, but it doesn’t describe how online adoption usually happens.

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How Do Brands Build Loyalty?

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Should You Punish or Reward Current Customers?

Should you offer your best prices to new customers or existing ones?

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Why Customer Participation Matters

Emphasizing customer participation is an important vehicle for generating valuable repeat business.

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Do Customer Loyalty Programs Really Work?

Loyalty programs must enhance the overall value of the product or service and motivate buyers to make their next purchase.

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How to Drive Customer Satisfaction

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