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How Brand Building and Performance Marketing Can Work Together
Brand management Magazine ArticleWith the right metrics, you can increase the return on both. -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
10 Ways to Boost Customer Satisfaction
Sales & Marketing Digital ArticleTakeaways from an analysis of millions of consumer data points. -
How Brands and Influencers Can Make the Most of the Relationship
Sales & Marketing Magazine ArticleEven as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little... -
Is Your Marketing Organization Ready for What's Next?
Sales & Marketing Magazine ArticleSweeping technological change has revolutionized marketing, while societal challenges have raised expectations about marketers' social performance. This... -
How AI Can Help Sales Teams Craft More Personalized Pitches
Technology & Operations Digital ArticleHistorically, creating relevant messaging required a lot of leg work and research. New tools make it much easier. -
In Marketing, People Are Not Numbers
Sales & Marketing Digital ArticleCompanies can't approach the social era using broadcast media models. -
Selling on TikTok and Taobao
Sales & Marketing SpotlightIn China, livestream commerce--selling products via live video on platforms such as Taobao and TikTok--will account for as much as 20% to 25% of online... -
How the Best Brand-Influencer Partnerships Reach Gen Z
Sales & Marketing Digital ArticleFive lessons from companies leaning into the creator economy. -
A Good Digital Strategy Creates a Gravitational Pull
Strategy & Execution Digital ArticleThanks to social media, the most important influences on your business often happen when you aren't in the room. When people connect peer-to-peer, there... -
Why Certain Things Go Viral
Technology & Operations VideoThe emotions that make us want to share. -
E-Commerce Platforms Must Prioritize the Consumer-Influencer Relationship
Social media Digital ArticleTurn the emotional relationships your company has with its followers into revenue. -
Do Your Marketing Metrics Show You the Full Picture?
Marketing Digital ArticleHow to create a road map to ensure you’re measuring what matters. -
Negative Reviews Can Boost Sales Even More Than Positive Ones
Sales & Marketing Magazine ArticleA new study shows that when customers identify with a brand, an attack from an "outsider" will spur them to defend it by purchasing it. -
Put the "and" Back in "Sales and Marketing"
Sales & Marketing Digital ArticleHow these two important functions can work better together. -
How to Seed Organic Marketing in a Video-First World
Sales & Marketing Digital ArticleIt's all about generating content - from consumers, creators, and celebrities. -
Research: How People Feel About Paying for Social Media
Sales & Marketing Digital ArticleA survey of U.S. residents asks whether new subscription services from Twitter, Facebook, Instagram, and Snapchat meet their expectations. -
4 Elements of a Successful Brand Refresh
Organizational transformation Digital ArticleFocus on products, narrative, pop culture, and customer needs. -
Choosing the Right Platform for Your Brand
Sales & Marketing Digital ArticleTo meet customers where they are, you can't beat selling on e-commerce juggernaut Amazon--or can you? This issue's Spotlight package examines the myriad... -
8 Best Practices for Creating a Compelling Customer Experience
Strategy & Execution Digital ArticleTakeaways from an analysis of the American Customer Satisfaction Index.
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Cancer Screening in Japan: Market Research and Segmentation
Sales & Marketing Case Study15.05View Details Since founding CancerScan in 2008, Jun Fukuyoshi and Yoshiki Ishikawa had helped to improve cancer screening rates in Japan. Between 2005 and 2007, awareness... -
Sociable Labs B
Sales & Marketing Case Study5.00View Details Sociable Labs was conceived as a start-up business attempting to use friend recommendations to curate and recommend purchase opportunities on the internet.... -
Viral Nation: The COVID-19 Pandemic and the Entrepreneurial Venture Sale Decision
Sales & Marketing Case Study8.95View Details Viral Nation, a six-year-old company based in Ontario, was North America's leading influencer marketing company. In March 2020, as the global COVID-19... -
Sociable Labs C
Sales & Marketing Case Study5.00View Details Sociable Labs was conceived as a start-up business attempting to use friend recommendations to curate and recommend purchase opportunities on the internet.... -
Aphro Beverages
Innovation & Entrepreneurship Case Study8.95View Details This case focuses on distribution, sales, and product decisions as Aphro Beverages reaches an inflection point in its growth trajectory. In 2020, Aphro... -
Eco Femme Cloth Pads: Reaching Rural Women
Sales & Marketing Case Study8.95View Details Eco Femme (EF) was a social enterprise founded in 2010. It developed re-usable cloth sanitary napkins and marketed towards those looking for sustainable... -
Green Gold -an Innovative Sustainable Mining Scheme
Strategy & Execution Case Study8.95View Details AMICHOCÓ Foundation was a private non-profit organization operating since 1996 in the Colombian department of Chocó, one of the poorest in the country... -
Marketing Reading: Consumer Behavior and the Buying Process
Sales & Marketing Tool15.90View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
Entrepreneurial Sales and Marketing Vignettes
Innovation & Entrepreneurship Case Study8.95View Details Which sales candidate is a startup's ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align... -
Facelift at Olay (A)
Sales & Marketing Case Study8.95View Details By October 2017, Procter & Gamble's skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies,... -
Dumb Ways To Die: Advertising Train Safety (B)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Votizen D
Sales & Marketing Case Study5.00View Details Supplement for case E436A -
Aravind Eye Hospital, Madurai, India: In Service for Sight
Sales & Marketing Case Study8.95View Details Starting as a modest 20-bed hospital, Aravind had grown into a 1,400-bed hospital complex by 1992. It had by then screened 3.65 million patients and performed... -
Lighting up Lives through Cooking Gas and Transforming Society
Strategy & Execution Case Study8.95View Details The case recounts a significant attempt at social transformation through a simple mechanism of providing cooking gas to the marginalised in society. Targeting... -
Social Media Marketing
Sales & Marketing Case Study8.95View Details This technical note describes the history and benefits of social media marketing and discusses the ways in which it differs from traditional marketing.... -
KINEER: A SOCIAL MARKETING CHALLENGE
Sales & Marketing Case Study8.95View Details Kineer Services Limited (Kineer) was a social marketing startup set up in 2018 by Lakshmi Narayan Tripathi, a prominent Indian transgender, and Manish... -
The PCRA: Social Marketing Campaign for Petroleum Conservation
Global Business Case Study8.95View Details In 2014, the executive director (ED) of India's Petroleum Conservation Research Association needed to prepare the next phase of the association's marketing... -
Experience! The Finger Lakes: The Groupon Partnership Decision
Sales & Marketing Case Study8.95View Details In 2010, Experience! The Finger Lakes (ExperienceFLX), a tour operator offering guided tours and concierge services in the Finger Lakes region of New... -
The PCDA Project of Doctors Without Borders-Spain
Sales & Marketing Case Study8.95View Details "PCDA" is the Spanish acronym for Pastillas Contra el Dolor Ajeno (Pills for Other People's Pain).The case outlines the methods employed by the Spanish...
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How Brand Building and Performance Marketing Can Work Together
Brand management Magazine ArticleWith the right metrics, you can increase the return on both. -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
10 Ways to Boost Customer Satisfaction
Sales & Marketing Digital ArticleTakeaways from an analysis of millions of consumer data points. -
How Brands and Influencers Can Make the Most of the Relationship
Sales & Marketing Magazine ArticleEven as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little... -
Cancer Screening in Japan: Market Research and Segmentation
Sales & Marketing Case Study15.05View Details Since founding CancerScan in 2008, Jun Fukuyoshi and Yoshiki Ishikawa had helped to improve cancer screening rates in Japan. Between 2005 and 2007, awareness... -
Sociable Labs B
Sales & Marketing Case Study5.00View Details Sociable Labs was conceived as a start-up business attempting to use friend recommendations to curate and recommend purchase opportunities on the internet.... -
Viral Nation: The COVID-19 Pandemic and the Entrepreneurial Venture Sale Decision
Sales & Marketing Case Study8.95View Details Viral Nation, a six-year-old company based in Ontario, was North America's leading influencer marketing company. In March 2020, as the global COVID-19... -
Sociable Labs C
Sales & Marketing Case Study5.00View Details Sociable Labs was conceived as a start-up business attempting to use friend recommendations to curate and recommend purchase opportunities on the internet.... -
Viral Nation: The COVID-19 Pandemic and the Entrepreneurial Venture Sale Decision, Teaching Note
Sales & Marketing Digital ArticleTeaching note to case W20932