Marketing Strategy
Are Many of Your Customers Unprofitable?
Certain types of marketing techniques — those aimed at increasing customer lifetime value (CLV) — can be linked to stock price increases.
Marketing Strategy
Latest
Climate Change
How Gap Inc. Engaged With its Stakeholders
When the Gap decided to overhaul the way it interacted with critics, it launched a strategy of stakeholder engagement.
Marketing Strategy
The Big Difference a Penny Makes
Should you price a consumer product at a price that ends in 99 cents — or price it at a round dollar amount?
Marketing Strategy
Can Marketing Lift Stock Prices?
A study found that certain marketing techniques can influence a company’s stock market valuation.
Customers
Why CRM Fails — and How to Fix It
Sophisticated relationship management resources alone won’t make customers more loyal.
Marketing Strategy
Why Every Project Needs a Brand (and How to Create One)
Project leaders should frame projects the same way marketing managers frame branding efforts.
Customers
Putting the ‘Relationship’ Back Into CRM
There are three important ways in which customer relationship management (CRM) practices often fail.
Marketing Strategy
Increasing Profits, Sans Pain
Jonathan Byrnes offers techniques to improve your organization’s profitability.
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?
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.
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.
