Customers
Marketing With Generative AI: Harvard Business School’s Ayelet Israeli
On the Me, Myself, and AI podcast, Harvard Business School’s Ayelet Israeli discusses AI’s customer research potential.
Marketing Approach
Latest
Marketing Strategy
The Myth of the Mainstream
In a polarized culture, market to your brand’s top supporters, who can help build your fan base among skeptics.
Marcus Collins
Digital Marketing
Humanizing the Digital Experience in a Post-Pandemic Era
Marketers should prioritize digital and e-commerce initiatives to offer customers engaging virtual shopping experiences.
Leslie Zane
Customers
How Customer Connections Can Help Drive Decision-Making for Marketers
In a Q&A, Eventbrite CMO Tamara Mendelsohn discusses how the pandemic deepened the company’s connections with customers.
Tamara Mendelsohn, interviewed by Ally MacDonald
Customers
When We Don’t Own the Things We Use, Will We Still Love Them?
As consumers purchase access to goods rather than the goods themselves, their connections to brands will change.
Carey K. Morewedge
Marketing Strategy
How Research Can Mislead Marketers on Brand Activism
Companies must carefully weigh potential outcomes before taking a public stance on important but controversial issues.
Kimberly A. Whitler
Digital Marketing
DIY With AI: The Home Depot’s Huiming Qu
Home Depot’s Huiming Qu discusses how the home improvement retailer leverages AI to improve the customer experience.
Sam Ransbotham and Shervin Khodabandeh
Marketing Strategy
Advocating With Authenticity — Brands Getting It Right
Latia Curry outlines the steps a brand should take to communicate their values to customers.
Latia Curry and Elizabeth Heichler
Digital Marketing
Don’t Let Marketing Personalization Kill Your Brand
Brands must focus on what their customers have in common — not what makes them different.
Leslie Zane
Developing Strategy
Why Brand Trumps Reputation
The latest revival of Nike’s “Just Do It” campaign shows the power of prioritizing customer demand over social approval.
Jonathan Knowles and Richard Ettenson
Digital Marketing
The Power of Consumer Stories in Digital Marketing
Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.
Renée Richardson Gosline, Jeffrey Lee, and Glen Urban
Social Media
Moving Beyond Marketing
The 2014 research report by MIT Sloan Management Review and Deloitte finds that measurement sophistication is finally taking hold in social business.
Gerald C. Kane, Doug Palmer, Anh Nguyen Phillips, David Kiron, Natasha Buckley
Marketing Strategy
The Gap Between the Vision for Marketing and Reality
The ideal role of marketing was articulated 60 years ago. How close to the ideal have we come?
Philip Kotler, Bobby J. Calder, Edward C. Malthouse and Peter J. Korsten
Marketing Strategy
Are Many of Your Customers Unprofitable?
Certain types of marketing techniques — those aimed at increasing customer lifetime value (CLV) — can be linked to stock price increases.
Customers
Why CRM Fails — and How to Fix It
Sophisticated relationship management resources alone won’t make customers more loyal.
Stan Maklan, Simon Knox and Joe Peppard
Collaboration
Are You ‘Pushing’ in a ‘Pull’ World?
A new book argues that companies need to adapt to a fundamental change in business.
Alden M. Hayashi
Marketing Strategy
A Plan to Invent the Marketing We Need Today
Seven strategies that can make marketing both relevant and rigorous in today’s world.
Yoram (Jerry) Wind
Marketing Strategy
Tapping Into Association Marketing
Conceptual frameworks provide insight into creating marketing strategies targeted at groups.
David Smagalla
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