Ideas
Search Results for Subject 'marketing':
Geography Still Counts for Electronic Word of Mouth
Idea posted: March 2022
Institutions: Emory University Goizueta Business School
The Internet age, some argue, heralds “the death of distance.” For example, aside from occasional utilitarian factors, such as shipping costs, geography is irrelevant to a purchasing decision. Unlike physical…
READ MORE PIN TO MY IDEAS Idea #816
Why Personalized Marketing Succeeds or Backfires
Idea posted: September 2021
Institutions: Kellogg School of Management Ohio State University Fisher College of Business Universidad Autónoma de Madrid
A study based on an exhaustive review of the research related to personalized marketing—marketing that is tailored to the interests or personalities of consumers—dissects the psychological and contextual factors that…
READ MORE PIN TO MY IDEAS Idea #801
How to Stop a Social Media Firestorm
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…
READ MORE PIN TO MY IDEAS Idea #764
Engineer Your Social Media Content to Engage Your Customers
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…
READ MORE PIN TO MY IDEAS Idea #752
Why Gender Differences in Shopping Styles Are Stronger than National Differences
Idea posted: July 2019
Institutions:
Most people will agree – and academic research supports them – that men and women have different shopping styles. Women are more likely than men to see shopping as a…
READ MORE PIN TO MY IDEAS Idea #746
When Customer Referral Programs Backfire
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…
READ MORE PIN TO MY IDEAS Idea #745
Existing Customers and Home Markets Drive Growth
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…
READ MORE PIN TO MY IDEAS Idea #741
The Benefit of Blockchain Loyalty Programs
Idea posted: December 2018
Institutions: York University Schulich School of Business
Blockchain technology is a decentralized database tracking a transaction as it moves from its source to the destination (third parties add a data ‘block’ of information to the chain with…
READ MORE PIN TO MY IDEAS Idea #719
Consumers Reject New Products To Stay In Control
Idea posted: April 2018
Institutions: Nanyang Business School Columbia Business School
Some people have a greater desire for control than others. Specifically, they need to feel that they have control over their surrounding environment — that they are in control of…
READ MORE PIN TO MY IDEAS Idea #701