Marketing Strategy

Should marketers subtract the cost of acquiring a customer before assessing that customer’s lifetime value (CLV)?

Social media strategy shouldn’t be seen as the driver of value difference between a company’s fans and nonfans.

Although the simplicity of net promoter score is appealing, the metric has limited support from academics.

Market share is a hugely popular metric. But is it really useful?

Companies often don’t focus enough on understanding how customers decide what to purchase.

Despite their importance, five popular marketing metrics are regularly misunderstood and misused.

Crowdfunding backers are important for the feedback, ideas, and word of mouth they provide to entrepreneurs.

Content websites can convert visitors to paying customers by engaging them in a “ladder of participation.”

The Winter 2016 issue of MIT SMR explores how transparency effects the power structure.

Smartphone maker Xiaomi cultivates user pride through user-centered and open innovation.

An online questionnaire helps assess how well a company’s supply chain and sales operations are integrated.

Graphic presentations of data are making it easier for sales people to see how they’re performing.

With the explosion of new technologies comes a new universe of data — and Epsilon is helping businesses navigate it.

Not every product can enter the market at the ideal time. Three strategies can help new products make the most of any timing.

It’s smart to be on good terms with former employees. Recent research highlights the upside to following competitors’ former employees, too.

New strategies are helping companies embrace “collaborative consumption” and the “sharing economy.”

Smartphone apps that provide consumers with helpful information can improve users’ trust in a brand.

There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.

Organizations can encourage customers to be fair so that freeloaders won’t ruin pay-as-you-wish pricing.

To thrive in today’s retail environment means reexamining how both information and products are delivered.