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| When spending hurts |
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You’d think that creating a more equitable distribution of wealth would curb the urge to spend on status symbols – be they designer handbags or flat-screen TVs – as the “have-nots” try to keep up with the Jones.” But new marketing consumer research shows that the people will pay the price to stand out, even if they can’t afford it.
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| How to make better decisions: Curb that urge! |
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Does the urge to curb reckless spending or a higher level of self-control have any relationship to a full bladder? According to new research by INSEAD visiting professor of marketing Mirjam Tuk it does, and what’s more this state of mind can be induced by external cues as well.
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| Is food marketing making us fat? |
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Are we to blame for the obesity epidemic? Or the people who sell the food to us? New research shows that packaging and position, not just advertising, are at least part of the problem.
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| Growing a business with word-of-mouth marketing: the case of iXiGO.com |
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Most start-up companies allocate a hefty budget for advertising and marketing at the beginning, especially when they have lofty goals of capturing market share. But an Indian online travel start-up has proven the unthinkable: you can do it all by word-of-mouth and not spend a penny on advertising.
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| Advice to direct marketers: let the people do the talking |
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The explosion of social networking sites has been a boon for direct marketers. For the hundreds of millions of users of Facebook, MySpace, YouTube and so on, they are fun ways to communicate with their friends and make more friends. But for marketers they are huge databases of consumer information.
This information is used increasingly by direct marketers as an efficient and cost-effective way to send targeted promotional messages to customers. But is it the best way?
Not so, according to new research by Peter Zubcsek, a PhD candidate in management at INSEAD, and Miklos Sarvary, Professor of Marketing.
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Visual equity: being front and centre increases sales
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“Unless you’re Coca-Cola,” says INSEAD Associate Marketing Professor Pierre Chandon, “it’s important to be visible on the shelves.”
This simple axiom tends to get lost in a barrage of marketing theories and quandaries over where to spend increasingly constrained marketing budgets: online, in print, broadcast or social media ... ?
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| Viral marketing: tell a woman? |
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Traditional marketing wisdom has it that if you want to use “word of mouth” you’d better be sure the people doing the talking are knowledgeable about the product. But a new large-scale field experiment on viral marketing by INSEAD Assistant Professor of Marketing, Andrew Stephen, puts paid to that age-old concept. Read more..
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| A winning combination: sales and marketing |
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The great divide between sales and marketing has been exacerbated by the recession, and the marketing camp seems to be losing the good fight.
“What’s happened is marketing is (that it’s) not standing up too well to the harder times and there are a lot of marketing people out there just looking for opportunity,” says Neil Rackham, author and creator of ‘SPIN Selling’. Read more..
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