Articles

Widening the scope of your CRM campaigns to take advantage of customer social networks - Peter Ebbes HEC Paris  ©Fotolia-Jakub Jiràk

Marketing campaigns traditionally target individual customers, while ignoring their social connections. In a recent study, however, Eva Ascarza, Peter Ebbes, Oded Netzer, and Matt Danielson, had unique access to telecommunications data and a field experiment that enabled them to take a first-ever look into the effects of a traditional customer relationship marketing campaign on social (...)

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Consumers tend to accumulate loyalty cards in their wallets and unused points on those cards, (...)

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Exploring consumer preferences is an essential step in predicting consumer purchase decisions for (...)

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In our connected world, hardly any consumer would imagine making a purchase, online or even (...)

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Xitong Li crafted a study with a clear purpose: to find out if deal promotions like those offered (...)

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Marketing Strategy28 October 2015

Yes, the Chief Marketing Officer does matter

It's often difficult to quantify the results of marketing campaigns, and chief marketing officers (...)

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Marketing Strategy15 July 2015

What does the future hold for luxury?

Like other markets, the luxury sector must cope with the inexorable shift toward digitalization, (...)

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Consumer Behavior18 May 2015

“Law and order” in online communities

People join online communities of consumption (OCCs) because of a shared interest, but they do not (...)

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