Marketing

Featured Marketing Articles

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Do You Know What Really Drives Your Business’s Performance?

Performance topology maps offer managers a signpost pointing toward smarter strategies.

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Turning Content Viewers Into Subscribers

Content websites can convert visitors to paying customers by engaging them in a “ladder of participation.”

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Why Great New Products Fail

Companies often don’t focus enough on understanding how customers decide what to purchase.

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When CEOs Tweet

How CEOs Can Leverage Twitter

December 14, 2015 | Claudia Kubowicz Malhotra and Arvind Malhotra

Rather than waiting for impressions about a company to be driven by others in social media, CEOs of large companies can help shape the conversation by becoming active on Twitter. Journalists often check a CEO’s Twitter account before covering the CEO or the company, and certain types of business-related CEO tweets — including tweets about new management initiatives; strategy and performance; and new products and services — have even correlated with positive movement of company stock prices.

Customer Satisfaction

Image courtesy of Flickr user DaveMN

What Unhappy Customers Want

Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.

Image courtesy of Flickr user mike fabio.

The High Price of Customer Satisfaction

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

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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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Can Social Media Cultivate Long-Term Loyalty?

If your brand is on Instagram or other social media platforms, your current followers are likely also your future customers.

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Connecting Sales With Operations

Integrating Supply and Demand

June 16, 2015 | Wendy L. Tate, Diane Mollenkopf, Theodore Stank and Andrea Lago da Silva

To compete in different strategic segments at the same time, companies need close coordination between the sales side of the company and supply chain operations. Just as importantly, joining the supply and demand sides of an enterprise presents an opportunity for efficiency and value creation. “A company may have an excellent sales and marketing team and a top-flight operations team and still deliver the wrong benefits to a customer,” the authors note. This article includes an online questionnaire for assessing the current stage of your company’s demand and supply integration, with suggestions for how to improve.

Meeting the Challenges of Global Marketing

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Developing New Products in Emerging Markets

A successful innovation developed by Cisco’s R&D unit in India offers practical insights.

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The New Mission for Multinationals

Across a broad swath of industries, multinationals are losing ground in emerging markets to local players.

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How Disruptive Will Innovations from Emerging Markets Be?

What happens when successful companies in emerging markets make the leap into more developed ones?

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Marketing Metrics

The Metrics That Marketers Muddle

March 15, 2016 | Neil T. Bendle and Charan K. Bagga

Well-defined metrics are critical to effective marketing. However, despite their widely acknowledged importance, five of the best-known marketing metrics — market share, net promoter score, the value of a “like,” customer lifetime value, and ROI — are regularly misunderstood and misused. This confusion undermines the marketing discipline’s reputation for delivering results. The authors present Do’s and Don’ts for using these metrics and flow charts with detailed advice for developing each metric.