Marketing Strategy
When Customers Help Set Prices
For most companies, pricing has long been a sensitive, private affair. But what happens when you outsource some pricing choices to customers?
Customer Psychology
Latest
Customers
From the Editor: How Important Is the Customer’s Voice?
It’s easy to say customer satisfaction is very important – but harder to put that into practice.
Marketing Strategy
The Big Upside of Customer Participation
Encouraging customers to provide feedback directly to a company engages them in valuable ways.
Developing Strategy
Stories That Deliver Business Insights
Companies are gaining insights from ethnography, the in-person study of how consumers use a product.
Digital Marketing
One Size Does Not Fit All in Social Media
Developmental psychology provides valuable insight into why people use social media differently.
Customers
How to Drive Customer Satisfaction
Product selection is one of six significant drivers of customer satisfaction for e-retailers.
Climate Change
Communicating Corporate Social Responsibility to a Cynical Public
Unless companies communicate their CSR achievements wisely, they risk being accused of greenwashing.
Analytics & Business Intelligence
Why Detailed Data Is As Important As Big Data
The data investigation is all about how companies spot trends and how they figure out what’s going on in those trends.
Marketing Strategy
Should More Stores Charge Admission?
Warehouse stores like Sam’s Club and Costco charge customers a fee to shop there. Should more companies borrow the idea?
Business Models
How to Identify New Business Models
Another method to pursue growth: Use thought experiments to assess new business model possibilities.
Marketing Strategy
Can Marketing Lift Stock Prices?
A study found that certain marketing techniques can influence a company’s stock market valuation.
Customers
When Unhappy Customers Strike Back on the Internet
Companies need to understand and manage the rising threat of online public complaining.
Marketing Strategy
When Should You Nickel-and-Dime Your Customers?
What’s smarter: To charge separately for extras — or to combine all charges into one total price?
Customers
Designing the Soft Side of Customer Service
Organizations need to value the “soft side” of customer management: emotions, trust and control.
Marketing Strategy
Giving Consumers License to Enjoy Luxury
Research suggests that people will spend more freely if you first help them feel more virtuous.