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Ideas - Ideas for Leaders

Search Results for Subject 'marketing communication':

36 result(s) found
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
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
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
CMO Survey: Value of Company Spending on Social Media

Idea posted: March 2018

Institutions: Duke University Fuqua School of Business   

Companies spend 12% of their marketing budget on social media, which is three times more than in 2009. And this trend is only going to accelerate: marketing leaders expect that…

  READ MORE   PIN TO MY IDEAS Idea #697
The Good, Bad and Ugly of Covert Marketing

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…

  READ MORE   PIN TO MY IDEAS Idea #694
Who’s Influencing Your Stakeholders?

Idea posted: March 2018

Institutions: Henley Business School   

Traditionally, according to Tony Dyson of Tessera Consulting and Kevin Money of Henley Business School, companies and organizations engage in what they call ‘silo communication.” Different parts of the organization…

  READ MORE   PIN TO MY IDEAS Idea #691

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