Marketing Strategy
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Marketing Strategy
Attractive By Association
When targeted promotions appeal to non-targeted customers.
Marketing Strategy
Predicting Customer Choices
Recent research has greatly improved management’s ability to anticipate customer wants.
Marketing Strategy
Diversifying Your Customer Portfolio
RESEARCH BRIEF: A dynamic array of different customer types makes for a stronger business model.
Marketing Strategy
How Companies Turn Buzz Into Sales
The good word from devoted customers may not always be the most effective promotional tool.
Marketing Strategy
Does Promotional Pricing Grow Future Business?
Deep discounting strategies provide decidedly mixed long-term benefits.
Marketing Strategy
Smart Pricing
A review of recent and seminal work linking pricing decisions with operational insights.
Marketing Strategy
Brand Equity Dilution
Brands may be less vulnerable to the vagaries of extension than is commonly feared.
Marketing Strategy
Tapping Into Association Marketing
Conceptual frameworks provide insight into creating marketing strategies targeted at groups.