Marketing

Featured Marketing Articles

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Five Guidelines for Digital Retailing

Prabuddha De et al.

Consumer behavior holds the key to online retail success.

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The False Choice Between Business and Ethics

R. Edward Freeman and Bidhan (Bobby) L. Parmar

Should there be a moral imperative to consider what’s fair when making a business transaction?

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Three Questions to Gauge Emotional Intelligence

David Priemer

Emotional intelligence is a key area for hiring strong talent in the digital age.

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Marketing Essentials

10 Principles of Modern Marketing

April 3, 2019 | Ann Lewnes and Kevin Lane Keller

Mastering technology is not the only criteria for success in the modern marketing era — the right people and processes must also be put in place to properly develop, manage, and nurture the benefits of emerging tools. To be successful in the digital era, marketers should adopt the best new modern practices as well as rethink and refine classic approaches.

What’s New in B2B

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Five AI Solutions Transforming B2B Marketing

Brian Kardon

B2B Marketing departments never have enough time, manpower, or money. AI solutions such as automated emails and predictive analytics can help companies push back against these constraints. AI marketing products can act as a force multiplier. Imagine filling your headquarters with thousands of brilliant marketers, expertly analyzing data and providing actionable insights that increase the productivity of your existing marketing team.

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Why Customer Experience Matters for B2B

Suketu Gandhi et al.

Few business websites offer features that simplify transactions, create deep customer relationships, and drive sales growth. To succeed, they need to personalize and customize their online selling process through high-performance technology and customer-centered business models.

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Personalized Marketing

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Managing Market Uncertainty

How to Launch Products in Uncertain Markets

August 8, 2018 | Jan-Michael Ross and Jan Hendrik Fisch

How should companies launch products in times of uncertainty? Should they “wait and see” until uncertainty resolves — or commit to a full-scale launch and ride it out? Conventional wisdom says being early to market is the right choice, but that is not always the case. Many companies can benefit from a mixed, “act and see” approach.

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Online Customer Service

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The Public Sector Can Teach Us a Lot About Digitizing Customer Service

Alireza Nili et al.

Digital customer service agents (known as virtual assistants, chatbots, or softbots) are typically used to sift through and process only the most straightforward customer inquiries, such as requests for basic information. At most companies, complex issues get passed along to human agents. In that regard, public sector agencies in Australia are ahead of the curve: They are using digital agents to handle complex inquiries from citizens, and businesses stand to learn much from these applications.

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How Should Companies Talk to Customers Online?

Brent McFerran et al.

Digital customer service is becoming more widely adopted, but one place it falls short is in the language and phrases it uses. Many digital service platforms use words that alienate customers rather than engage them; selecting customer-centric language for chatbots and service platforms can make a significant difference in customer satisfaction.

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10 Principles of Modern Marketing

April 03, 2019 | Ann Lewnes and Kevin Lane Keller

Five AI Solutions Transforming B2B Marketing

February 13, 2019 | Brian Kardon

The False Choice Between Business and Ethics

April 25, 2019 | R. Edward Freeman and Bidhan (Bobby) L. Parmar