Climate Change
Communicating Corporate Social Responsibility to a Cynical Public
Unless companies communicate their CSR achievements wisely, they risk being accused of greenwashing.
Marketing Strategy
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Marketing Strategy
How to Identify the Best Customers for Your Business
Pursuing growth opportunities without defining your ideal customers can hamper profitable growth.
Marketing Strategy
The Gap Between the Vision for Marketing and Reality
The ideal role of marketing was articulated 60 years ago. How close to the ideal have we come?
Digital Marketing
Increasing the ROI of Social Media Marketing
Using a seven-step process, an ice cream retailer substantially improved its social media marketing.
Marketing Strategy
Setting Prices Based on Customer Value
A look at three pricing strategies: cost-based pricing, competition-based pricing and customer value-based pricing.
Marketing Strategy
Is It Time to Rethink Your Pricing Strategy?
Almost any business can improve its pricing performance, if it broaches pricing in a structured way.
Marketing Strategy
Social Business: What Are Companies Really Doing?
This report identifies how social technologies create value in a variety of business functions.
Digital Marketing
The Perils of Social Coupon Campaigns
To gain from social coupons, businesses should craft deals carefully — without giving too much away.
Marketing Strategy
Should More Stores Charge Admission?
Warehouse stores like Sam’s Club and Costco charge customers a fee to shop there. Should more companies borrow the idea?
Marketing Strategy
Are Many of Your Customers Unprofitable?
Certain types of marketing techniques — those aimed at increasing customer lifetime value (CLV) — can be linked to stock price increases.
Climate Change
How Gap Inc. Engaged With its Stakeholders
When the Gap decided to overhaul the way it interacted with critics, it launched a strategy of stakeholder engagement.
Marketing Strategy
The Big Difference a Penny Makes
Should you price a consumer product at a price that ends in 99 cents — or price it at a round dollar amount?
Marketing Strategy
Can Marketing Lift Stock Prices?
A study found that certain marketing techniques can influence a company’s stock market valuation.
Customers
Why CRM Fails — and How to Fix It
Sophisticated relationship management resources alone won’t make customers more loyal.
Marketing Strategy
Why Every Project Needs a Brand (and How to Create One)
Project leaders should frame projects the same way marketing managers frame branding efforts.
