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Marketing, Media & Sales

What’s Your
Company’s Facebook
LPM (Likes per
Million)?

by Nicholas Hodson, Umut Aytekin, and
Jon Crawford

Every company can compare its brand value to that of its competitors based on a readily available scale: Facebook “likes,” adjusted for company revenue.

A Collaborative Approach to Marketing

by Edward C. Landry, Thomas Ripsam, and
Namit Kapoor

Four steps to implementing a shared-services model to capture scale and develop advanced capabilities.

Making Customer Segmentation Deliver

by Corey Yulinsky

As the ability to gather sophisticated data grows, here’s a four-step process for making segmentation drive improved performance.

Data Points: Finding Shoppers Where They Live

In consumer packaged goods, shopper marketing — efforts to observe and influence consumers at the time of purchase — is one of the hottest and fastest-growing activities in advertising and promotions.

Best Business Books 2011: Marketing

Marketing Reenvisioned

A New Way to Gain Customer Insights

How conjoint analysis, a tried-and-true market research tool, can be used to support organic growth.

Banking on Social Media

Retail banks can use Facebook, YouTube, and other new platforms to better reach their “Generation C” customers.

The Virtual Fitting Room

As simulation technologies transform the apparel shopping experience, retailers must decide how rapidly to embrace innovation. The Fits.me story demonstrates how challenging — and rewarding — an Internet marketing strategy can be.

The M-Commerce Challenge to Retail

As smartphones change shopping, merchants face a stark choice: Fall in behind their newly enabled consumers or fall behind altogether.

The Power of the Post-Recession Consumer

An analysis of attitudes and spending reveals a return to traditional values, driven by consumers searching for quality, affordability, and connection.

The Coming Wave of “Social Apponomics”

The secret to profitability on the Internet has finally arrived in an innovative blend of social media, Web mobility, and creative e-commerce applications.