Marketing Strategy
Should You Punish or Reward Current Customers?
Should you offer your best prices to new customers or existing ones?
Customer Behavior
Latest
Digital Marketing
Valuing Influentials Means More than Just Counting Connections
Influentials who provide sole influence over consumers are the most valuable to companies.
Developing Strategy
Competing in the Age of Omnichannel Retailing
Mobile technology is blurring the boundaries between traditional and Internet retailing.
Ethics
The Benefits of Combining Data With Empathy
Optimizing processes only takes companies so far. Success requires applying data with compassion.
New Product Development
A Challenging Question for Innovators
MIT’s Michael Schrage asks: “Who do you want your customers to become?”
Analytics & Business Intelligence
Why Detailed Data Is As Important As Big Data
The data investigation is all about how companies spot trends and how they figure out what’s going on in those trends.
Innovation Strategy
Collaborating With Customer Communities: Lessons From the Lego Group
For the Lego Group, a close bond with user communities is not a pipe dream but a reality.
Marketing Strategy
Should More Stores Charge Admission?
Warehouse stores like Sam’s Club and Costco charge customers a fee to shop there. Should more companies borrow the idea?
Executing Strategy
Why Dominant Companies Are Vulnerable
When consumers feel that their choices are restricted, many respond by leaving the market leader.
Customers
Putting the ‘Relationship’ Back Into CRM
There are three important ways in which customer relationship management (CRM) practices often fail.
Customers
When Unhappy Customers Strike Back on the Internet
Companies need to understand and manage the rising threat of online public complaining.