Marketing

Featured Marketing Articles

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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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The High Price of Customer Satisfaction

Misguided attempts to improve satisfaction can damage a company’s financial health.

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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 Gain Customer Insight

Ethnography in Action at Wells Fargo

March 30, 2014 | Leslie Brokaw

How do companies gain value from ethnography — the in-person study of how people actually use a product or service? Wells Fargo Bank commissioned an ethnographic project and found out for itself. The bank was able to determine that customers approach retirement with three styles: they were either Reactors, Poolers or Maximizers. The bank learned, for instance, that the language of customers who were Maximizers would not resonate with Poolers — and so it developed new kinds of messaging for each.

E-Commerce

Online retailing is far and away the fastest growing retail sector in the United States. While there are no straightforward rules about where to look for e-commerce customers, there are proven strategies for finding them — and keeping them.

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How Not to Market on the Web

Ads that complement online content can be effective — but not if they rouse consumers’ privacy concerns.

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Social Media in Marketing and Sales

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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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Increasing the ROI of Social Media Marketing

Using a seven-step process, an ice cream retailer substantially improved its social media marketing.

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How “Social Selling” Is Reinventing Cold Calling

At LinkedIn, the sales staff has become well-versed in the use of social media tools to open doors.

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How to Create Brand Engagement on Facebook

What determines whether consumers will “like,” comment on or share a company’s Facebook posts?