Marketing Strategy

New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations.

Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.

For most companies, pricing has long been a sensitive, private affair. But what happens when you outsource some pricing choices to customers?

B. Bonin Bough oversees social media for Oreo, Ritz and Cadbury — big brands in the social world.

Wells Fargo Bank used ethnography to better understand how customers use its products.

A survey by MIT SMR and Deloitte shows companies starting to derive real value from social business.

It’s possible for a company to win a price war by leveraging a specific set of strategic capabilities.

Encouraging customers to provide feedback directly to a company engages them in valuable ways.

As daily life goes digital, Hearsay Social develops a social media platform to generate sales leads.

Corporate logos can have a significant positive effect on customer commitment to a brand.

Companies are gaining insights from ethnography, the in-person study of how consumers use a product.

Emphasizing customer participation is an important vehicle for generating valuable repeat business.

A new framework helps identify the best strategy for a particular product or service.

Research suggests that a good corporate logo can have a positive effect on customer commitment.

At LinkedIn, the sales staff has become well-versed in the use of social media tools to open doors.

Public perceptions of corporate irresponsibility are shaped in subjective, yet predictable, ways.

Should you offer your best prices to new customers or existing ones?

Companies that synchronize new product development efforts can see substantial benefits.

Product selection is one of six significant drivers of customer satisfaction for e-retailers.

Mobile technology is blurring the boundaries between traditional and Internet retailing.