Marketing

The explosion of social networking sites has been a boon for direct marketers. For the hundreds of millions of users of...

Measures to reduce conspicuous consumption by lower income earners in order to encourage them to boost their savings and spend...

“Unless you’re Coca-Cola,” says INSEAD Associate Marketing Professor Pierre Chandon, “it’s important to be visible on the...

The great divide between sales and marketing has been exacerbated by the recession, and the marketing camp seems to be losing...

Traditional marketing wisdom has it that if you want to use “word of mouth” you’d better be sure the people doing the talking...

The downward spiral of the global economy is having some serious implications for the advertising industry, says Steve Henry,...

Innovation is often a key driver to a company’s success. Take Siemens, for example, which has a reputation for being innovative...

In their paper, When to Push the Panic Button?, INSEAD professors ‘Paddy’ V. Padmanabhan and Pushan Dutt show that consumers...

“In stable environments, if I make a pricing mistake it’s not very important. But in today’s environment, it’s a matter of life...