Marketing

Featured Marketing Articles

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Seeking Scale? Think Old

An excerpt from The Longevity Economy describes the opportunities in catering to older adults.

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The New Frontier of Price Optimization

Frontiers |

Identifying the optimal prices for products was once a time-consuming process. That’s changing.

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Restoring Trust After a Scandal

After an ethics scandal, one company took an unusual step: Shifting its focus toward sustainability.

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Customizing Products

Supply Chains Built for Speed and Customization

Frontiers |

June 6, 2017 | ManMohan S. Sodhi and Christopher S. Tang

Thanks to emerging technologies like 3-D printing, manufacturers can offer consumers customized products and do so with unprecedented speed. Intrigued by a new product you saw in a YouTube video? Well, someday soon you may be able to personalize it, order it via the company’s website, and have it in your hands in a matter of days. But to enable this phenomenon at scale, an entirely new model of supply chain is required.

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Learning About Your Customers

Mastering the Market Intelligence Challenge

A shortage of reliable information is common in emerging markets. Because such markets are heterogeneous, the sources and methods for market intelligence require modification before they can be transferred from one emerging market to another. Market intelligence is thus best viewed and managed as a strategic asset that multinationals should invest in keeping up to date.

The Power of Product Recommendation Networks

Frontiers |

Much as relationships in social networks have been analyzed to understand and influence how ideas flow among people, researchers wondered whether it might be possible to use the structure of product recommendation networks online to understand or influence how demand flows among products. The short answer is yes, and the implications for marketers are important.

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Digital Marketing

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Winning in the Sharing Economy

Manufacturers Can Also Win in the Sharing Economy

December 8, 2017 | Vibhanshu Abhishek, interviewed by Frieda Klotz

The sharing economy isn’t all bad news for manufacturers of big-ticket items such as cars. Research from Carnegie Mellon and UC Berkeley says that manufacturers will sometimes be able to charge higher prices to customers who are planning to rent out those goods. In a Q&A, one researcher says that when there’s heterogeneity in the market, meaning both a high-usage population and a low-usage population, circumstances are ripe for “a win-win-win for the borrower, the owner, and the manufacturer.”

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Data-Driven Customer Service

How Analytics and AI Are Driving the Subscription E-Commerce Phenomenon

Box subscription companies are growing dramatically, using a high level of personalization and artificial intelligence algorithms to keep customers satisfied and eager for more. Their astute use of social media and influence marketing has also contributed to their startling success.

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