Featured Marketing Articles
Jielin Dong and Yanli Zhang
Smartphone maker Xiaomi cultivates user pride through user-centered and open innovation.
MIT Sloan Management Review
An online questionnaire helps assess how well a company's supply chain and sales operations are integrated.
Dante M. Pirouz et al.
The Holy Grail of modern online marketing is video content that “goes viral.” So how does it happen?
The Ultimate Pricing Strategy?
March 18, 2014 | Patrick Reinmoeller
There are usually no winners in price wars. But under the right circumstances, it’s possible to win a price war by leveraging a specific set of strategic capabilities. These include the ability to read how things are changing, the skills to analyze data to identify trends and opportunities and the wherewithal to implement organizational changes both internally and across the value chain. Albert Heijn, a Dutch grocer, started and won a price war through its strategic capabilities and skills.
Marketing From the C-Suite
"If your executives are currently using digital tools for communication (i.e., email)," writes Boston College's Jerry Kane in "Balancing Tradeoffs in Social Media," then they "should begin using social media as well."
Claudia Kubowicz Malhotra and Arvind Malhotra
By tweeting, CEOs have an opportunity to initiate and influence online conversations.
Gerald C. Kane
If companies want to succeed at social business, they need to develop a culture that embraces social media.
Anna Granholm-Brun (Maersk Group), interviewed by Robert Berkman
Danish shipping and energy company Maersk Group learned to embrace the social media spotlight.
The Social Side of Marketing
The prospect of free viral marketing is incredibly appealing — but often elusive. Many companies are looking beyond simply establishing a social presence toward getting social media marketing right.
Jay I. Sinha
Social media as a tool for brand promotion has its drawbacks, but a sound strategy can lead to business rewards.
B. Bonin Bough (Mondelez International), interviewed by David Kiron
B. Bonin Bough oversees social media for Oreo, Ritz and Cadbury — big brands in the social world.
Gerald C. Kane
Social media environments challenge managers to think in nonlinear ways about their business.
Carlos Dominguez (Sprinklr) interviewed by Gerald C. Kane
Companies need to focus more on the people already invested in the brand, says the president and COO of Sprinklr.
Matthew Mount and Marian Garcia Martinez
Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.
Christian Schulze et al.
There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.
All-In on Twitter and YouTube
November 12, 2015 | Lainey Garcia (McDonald’s USA), interviewed by Gerald C. Kane
The McDonald’s “Our Food. Your Questions.” campaign engaged customers on social media and the web. As manager of brand reputation and public relations for the U.S. McDonald’s Corporation, Lainey Garcia helped put the campaign together. “We had to align those responses across a variety of functions — whether it be legal, supply chain, communications — and really prepare for what we knew consumers were going to ask,” she says. “That was new for many members of our organization, to really understand the nature of social media.”
Marketing Data for Better Decision-Making
Frank V. Cespedes et al.
Pursuing growth opportunities without defining your ideal customers can hamper profitable growth.
Joseph D. Bruhin (Constellation Brands), interviewed by Sam Ransbotham
Graphic presentations of data are making it easier for sales people to see how they’re performing.
Donna L. Hoffman and Marek Fodor
Effective social media measurement turns the traditional ROI approach on its head and measures investments made by customers in social media.
Andy Frawley (Epsilon), interviewed by Sam Ransbotham
With the explosion of new technologies comes a new universe of data — and Epsilon is helping businesses navigate it.