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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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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Marketing Strategy30 October 2014

How to optimize the marketing and sales interface

While it is useful to know how to coordinate marketing and sales functions to enhance their (...)

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To ensure that your innovations are a success, involve the consumer from the start of the process! (...)

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In the service sector, customer loyalty is crucial in maintaining a healthy bottom line and (...)

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Companies frequently extend product lines in a bid to target diverse market segments and increase (...)

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Year after year, the economic situation of the nomads of the Tibetan Plateau deteriorates. In (...)

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