Marketing Strategy
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Marketing Strategy
The Global-Brand Advantage
Research indicates that buyers are more likely to perceive value in global brands.
Marketing Strategy
Surprise as a Marketing Tool
Customer delight might not always lead to long-term satisfaction and loyalty.
Marketing Strategy
Pricing as a Strategic Capability
If pricing isn’t a strategic capability — a contributor to a company’s ability to implement its strategy — it’s probably a strategic liability.
Marketing Strategy
How Much Will People Pay for That?
A new, easy-to-use procedure can help marketers determine customers’ willingness to pay.
Marketing Strategy
Do Customer Loyalty Programs Really Work?
Loyalty programs must enhance the overall value of the product or service and motivate buyers to make their next purchase.
