Idea posted: February 2020

Institutions: KEDGE Business School    University of St. Gallen    Babson College    University of Melbourne, Australia   

Most major firms have online brand communities to reinforce their connections with customers and increase their reputation, brand patronage and customer spending. These online communities offer satisfied customers the ability…

Idea posted: September 2019

Institutions: The Wharton School of the University of Pennsylvania    Stanford Graduate School of Business    Carnegie Mellon University   

From General Motors to the local hair salon, every company, business and organization knows that marketing today inevitably includes social media marketing. Visibility is important: marketers will exert great effort…

Idea posted: July 2019

Institutions: Aston University Business School    Friedrich Schiller University Jena    University of Alabama Culverhouse College of Business    Rhenania Buchversand Koblenz   

The typical customer referral program offers a monetary reward for customers of a product or service who find other customers to buy that product or service. In most cases, the…

Idea posted: July 2019

Institutions: Duke University Fuqua School of Business   

Growth is a top imperative for marketers, according to the latest CMO biannual survey conducted by Duke’s Fuqua School of Business in collaboration with Deloitte LLP and the American Marketing…

Idea posted: May 2018

Institutions: Erasmus School of Economics, Erasmus University    University of Missouri-Kansas City Henry Bloch School of Management    State University of New York At Buffalo School of Management    University of Pittsburgh Joseph M. Katz Graduate School of Business   

For many brand managers, the link between brand equity — the knowledge of and trust in the brand that for consumers differentiates that brand from its competitors — and brand…

Idea posted: March 2018

Institutions: University of California, San Diego    University of Bonn   

Companies have two options for the acquisition of customers through customer online searches. The first is to pay for search ads — those links that appear at the top of…

Idea posted: March 2018

Institutions: Rutgers University Business School   

The steadily declining effectiveness of traditional marketing approaches — from advertising to direct mail in the mailbox to email blasts — has been well-documented. Traditional marketing is too often equated…

Idea posted: March 2018

Institutions: Columbia Business School    Tsinghua University School of Economics and Management   

Many consumers find it more difficult to justify buying frivolous, hedonic purchases — in other words, purchases from fine chocolates and DVDs to vacations that are motivated by fun and…

Idea posted: March 2018

Institutions: UCLA Anderson School of Management    University of Southern California Marshall School of Business    University of Toronto Rotman School of Management   

The popularity of customer review sites such as Yelp and TripAdvisor have turned these sites into an important element of a service company’s marketing package. According to the results of…