Marketing

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Do-It-Yourself Brand Creation

Strong brands are often seen as an important corporate asset. But what happens when user communities—connected by the Internet—start to create their own brands? That question was explored in an intriguing August 2008 working paper, “Costless Creation of Strong Brands by User Communities: Implications for Producer-Owned Brands.” The paper suggests that companies with traditional brands would be wise to pay attention to this emerging arena.

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Customer Education Increases Trust

Companies that provide professional services have not always been eager to invest in customer education initiatives. For such companies, it has remained unclear what economic benefit they would gain by providing customers with the skills and abilities needed to become more knowledgeable customers.

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A Plan to Invent the Marketing We Need Today

The discipline of marketing hasn’t kept up with the rapid changes facing 21st-century businesses. New scholarship doesn’t have enough management relevance, and practicing marketers are too often forsaking rigor. Here are seven strategies that can make marketing both relevant and rigorous in today’s world.

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Discounting Do’s and Don’ts

Marketers cannot avoid discounted sales, and consumers have come to expect them. The average shopping mall, grocery store or online shop is littered with discounted products: Tide detergent is 10% off; books are sold with free shipping; Nike sneakers are buy-one, get-one-free.

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3 Critical Issues in Internet Retailing

In the early, hyped-up days of e-commerce, Internet retailers tried to focus customer and investor attention on the bells and whistles of their product offering or Web pages, and hoped that no one noticed the poor performance of backroom operations — or they deluded themselves into believing that good execution

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Finding the Right Job For Your Product

Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to “hire” the best product or service to do it. Marketers must adopt that perspective.

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