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Marketing

Why More Businesses Should Consider Flat Pricing

Flat pricing can represent a win-win for customers and firms.

Marketing

Why Forcing Market Change Is Good Strategy

Apple is forcing change on the market again and that’s no bad thing.
10 comments

Marketing

Growing a Brand in a Stigmatised Industry

The recreational cannabis industry holds lessons for building brands in an industry with negative associations.
1 comment

Marketing

Attractive Salespeople Don’t Always Boost Sales

Attractive sales people may actually decrease shoppers’ purchase intentions.
1 comment

Strategy

Mobilising Online Communities to Your Cause

Vinika Rao & Parminder Singh

Social media can amplify a message or start a movement, but there are fundamental rules for success.
3 comments

Marketing

Welcome to the Social Media Shopping Mall

The future of e-commerce belongs to social apps like China’s WeChat. Here’s how brands can start preparing.

Marketing

The Limits of Social Media Engagement

When brands reach a certain number of followers, engagement starts to drop.
3 comments

Marketing

The Fight for a Smaller Slice of the Pie

The digital economy is setting new rules for cornering market share.
2 comments

Marketing

Making Digital Marketing Strategy Work

Joerg Niessing & David Dubois

Three fundamental principles are at the core of successful digital marketing campaigns.
9 comments

Marketing

Ad Hoc Promotions Can’t Buy Customer Loyalty

Jasjit Singh & Serguei Netessine

Short-term promotions disconnected from your overall strategy will not give your business a lasting lift.
1 comment

Marketing

Getting Emerging Market Brands to the World Stage

Transferability of core brand propositions, deep understanding of local markets and the ability to celebrate their origins and legacy are key factors that will influence the success of emerging market brands on the global stage.

Marketing

The Considerations for Launching an Innovation

Contrary to popular belief, innovations don’t sell themselves. Successful adoption depends on how brands position themselves and how much they listen to their customers.

Marketing

Manipulating Consumers is Not Marketing

Consumers increasingly view marketing as manipulation. It is important to dispel this notion and the profession should take steps to do so.
5 comments

Marketing

Finding New Possibilities in Online Data

Analytic techniques developed by academics can help marketing professionals extract useful insights from customer data.

Marketing

Do Happy Customers Lead to Happy Shareholders?

Customer satisfaction has an impact on firm value if, and only if, marketing managers make the right investments.