Marketing
Latest
Marketing Strategy
Selling to Many Cultures — Within the U.S.
Too many companies do not effectively target growing ethnic and immigrant markets within the U.S.
Marketing Strategy
When Should You Nickel-and-Dime Your Customers?
What’s smarter: To charge separately for extras — or to combine all charges into one total price?
Customers
Designing the Soft Side of Customer Service
Organizations need to value the “soft side” of customer management: emotions, trust and control.
Digital Marketing
Can You Measure the ROI of Your Social Media Marketing?
Effective social media measurement turns the traditional ROI approach on its head and measures investments made by customers in social media.
Business Models
What to Do Against Disruptive Business Models (When and How to Play Two Games at Once)
When two business models, and two business units, make sense.
Customers
Is Your Company As Customer-Focused As You Think?
Managers can gauge their company’s customer focus by posing a set of five specific questions.
Marketing Strategy
Giving Consumers License to Enjoy Luxury
Research suggests that people will spend more freely if you first help them feel more virtuous.
Collaboration
Are You ‘Pushing’ in a ‘Pull’ World?
A new book argues that companies need to adapt to a fundamental change in business.
Collaboration
The Collective Intelligence Genome
Large, loosely organized groups of people can work together electronically in surprisingly effective ways.