Customers
Putting the ‘Relationship’ Back Into CRM
There are three important ways in which customer relationship management (CRM) practices often fail.
Marketing Strategy
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Marketing Strategy
Increasing Profits, Sans Pain
Jonathan Byrnes offers techniques to improve your organization’s profitability.
Marketing Strategy
Selling to Many Cultures — Within the U.S.
Too many companies do not effectively target growing ethnic and immigrant markets within the U.S.
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?
Digital Marketing
Can You Measure the ROI of Your Social Media Marketing?
Effective social media measurement turns the traditional ROI approach on its head and measures investments made by customers in social media.
Business Models
What to Do Against Disruptive Business Models (When and How to Play Two Games at Once)
When two business models, and two business units, make sense.
Marketing Strategy
Giving Consumers License to Enjoy Luxury
Research suggests that people will spend more freely if you first help them feel more virtuous.
Collaboration
Are You ‘Pushing’ in a ‘Pull’ World?
A new book argues that companies need to adapt to a fundamental change in business.
Marketing Strategy
Why the Highest Price Isn’t the Best Price
Organizations can pick price points that provide both profits and long-term value to suppliers.
Digital Marketing
How Not to Market on the Web
Ads that complement online content can be effective — but not if they rouse consumers’ privacy concerns.
Disruption
Understanding Your Customer Isn’t Enough
According to Clayton Christensen, companies should focus on the job customers are trying to get done when they use a product or service.
Marketing Strategy
Do-It-Yourself Brand Creation
What happens when user communities—connected by the Internet—start to create their own brands?
