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.
Marketing Approach
Latest
AI & Machine Learning
Machine Learning in the Automotive Industry: Aligning Investments and Incentives
Executives in the automotive sector believe that machine learning can help them achieve their marketing goals, but that doesn’t necessarily mean they invest in that ambition.
Digital Marketing
The Power of Consumer Stories in Digital Marketing
Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.
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.
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?
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.
Collaboration
Are You ‘Pushing’ in a ‘Pull’ World?
A new book argues that companies need to adapt to a fundamental change in business.
Business Models
A Plan to Invent the Marketing We Need Today
Seven strategies that can make marketing both relevant and rigorous in today’s world.
Marketing Strategy
Tapping Into Association Marketing
Conceptual frameworks provide insight into creating marketing strategies targeted at groups.
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