It’s tempting to dismiss a wild idea, but if respected it can be a springboard for finding synergies and new ways of doing things.
- Wharton professor David Robertson defines a “Third Way” of creating new products and services.August 2, 2017 by Theodore Kinni
- How to capitalize on the boom in craft liquors.
- An informal social media style can backfire on an unknown company or boost trust among an audience that is already familiar with the firm.July 20, 2017 by Matt Palmquist
- The simplest way to reduce customer churn is to commit to and deliver real value.June 19, 2017 by Elizabeth Doty
- Tips for long-term survival in what has become a short-term role.June 1, 2017 by David Clarke
- Capturing the strategic advantages of fan-centric businesses requires functional transformation.May 8, 2017 by Christopher A.H. Vollmer
- As tasks such as ad placement are becoming automated, it’s obvious that machines will need to make a huge leap to discern context.March 30, 2017 by Daniel Gross
- Get to know your highest-volume customers, and fill the satisfaction gaps that they won’t tell you about.March 20, 2017 by George E.L. Barbee
- The author of Hooked recommends four books for the leaders of consumer companies seeking to create habit-forming products and services.March 8, 2017 by Theodore Kinni
- The Pokémon Go craze may have faded, but it provides clues for retailers using technology to engage consumers.
- Traditional marketing tends toward rigidity and long-range planning, but firms must break out of this framework to exploit unexpected, one-off events.February 23, 2017 by Matt Palmquist
- Radio companies may be better positioned than they realize to provide entertainment to commuters, but they’ll need to rethink their business models.
- INSEAD’s David Dubois on how companies and their customers communicate in the digital age.February 20, 2017 by Shellie Karabell
- Consumers who use mobile apps tend to make more-frequent purchases, spend less per transaction, and return items more often than those who don’t.January 19, 2017 by Matt Palmquist
- Author Tim Wu argues that the Internet’s descent into clickbait and trivia is only the latest chapter in a long history of advertisers grabbing our attention.January 18, 2017 by Edward H. Baker
- Beyond revenue, customers who are obsessed with a product don’t just provide valuable insight but are a conduit to new markets.January 11, 2017 by Catharine P. Taylor
- The growing array of immersive entertainment experiences carries unforeseen implications for content owners and creators.
- When it comes to consumer goods, infrequent purchasers, not faithful customers, seem to drive market-share growth.December 8, 2016 by Matt Palmquist
- Technology and advanced analytics are breathing new life into an industry that had grown tired.November 15, 2016 by David Meer
- The use of humor in job listings posted on the Internet can grab people’s attention, but it may turn them off to the actual job and company being advertised.November 10, 2016 by Matt Palmquist
- Big Marketing Gets PersonalOctober 31, 2016 by Catharine P. Taylor
- Turning Dreams into RealityOctober 31, 2016 by Bethany McLean
- To stay relevant, all participants in the vast marketing ecosystem must develop new capabilities.
- When a product loses consumer appeal, it’s usually because the company’s support system has broken down.October 19, 2016 by Rodger Howell
All articles tagged: marketing
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