Marketing

Companies earn customers’ respect and loyalty when their brands enable, entice, and enrich them.

Rethinking assumptions about customer wants, improving the R&D process for new projects, and addressing data challenges.

A new tool for designing an analytics architecture can help marketers improve customer experience outcomes.

For a post-pandemic future, leaders must rethink their assumptions about what customers really want.

The pandemic spurred a social reset, and companies must respond to customers’ and employees’ changed expectations.

Brightcove CMO Jennifer Griffin Smith discusses using video as an innovative tool for marketing.

Smaller, often more private and interactive online communities and platforms are reinventing the way brands and consumers connect.

Much of the fashion industry trades on a culture of disposability. It’s not sustainable, and retail norms must change.

A new Boston Consulting Group study says brand marketing is increasingly critical for B2B success.

MIT SMR’s upcoming Executive Guide will discuss how companies can adapt to meet customers’ shifting expectations.

Reimagining dense office spaces, evolving brand relationships, and accelerating ideation with prototyping tools.

As consumers purchase access to goods rather than the goods themselves, their connections to brands will change.

Companies must carefully weigh potential outcomes before taking a public stance on important but controversial issues.

To address algorithms’ potential harm, companies must be willing to focus on users and rethink their business models.

Value-based selling can boost competitiveness but works best when vendors take one of three approaches.

College students will want online learning options even after the pandemic ends, a new survey says.

In-store technology promises a better customer experience — and fuel for improved retail analytics.

New research highlights an opportunity for culturally rich brands to leverage brick-and-mortar stores to build brand loyalty.

Executive Conversation: TCS and Travelport executives discuss a new era for the travel industry.

Front-line employees are uniquely aware of the early symptoms of coming change. Management should heed their insights.