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Ideas - Ideas for Leaders

Search Results for Subject 'marketing communication':

37 result(s) found
The Surprising Benefit of Long Queues for Customers and Business

Idea posted: October 2014

Institutions: Frankfurt School of Finance & Management    Pennsylvania State University Smeal College of Business    University of Chicago Booth School of Business   

For most consumers, waiting in a long queue is a frustrating experience. There is nothing to be gained from standing in a slow line at the grocery store or waiting…

  READ MORE   PIN TO MY IDEAS Idea #446
Why Differentiating Rating Scale Labelling is Important

Idea posted: August 2014

Institutions: University of Southern Denmark    University of St. Gallen    Bielefeld University   

Online consumers have come to expect to be able to read customer ratings and reviews as they consider which product or service to buy. On websites such as IMDB, Amazon…

  READ MORE   PIN TO MY IDEAS Idea #431
Building a Brand Image Across Multiple Countries

Idea posted: May 2014

Institutions: University of Michigan Ross School of Business   

When marketing their brands, companies will use image attributes, which are the impressions that the brand makes on the mind of consumers. For a car brand, for example, marketers might…

  READ MORE   PIN TO MY IDEAS Idea #372
How Customer Participation Builds Loyalty

Idea posted: April 2014

Institutions: Imperial College Business School    Thunderbird School of Global Management   

Customer word-of-mouth is a hot topic in marketing today. Positive customer-to-customer reviews, whether verbal or written, are powerful marketing tools because they have more credibility with customers than company-generated marketing.…

  READ MORE   PIN TO MY IDEAS Idea #364
The Overlooked Longevity of Experiential Goods

Idea posted: April 2014

Institutions: New York University Stern School of Business   

More and more people are feeling financially constrained. In the U.S., half of American families recently surveyed considered themselves ‘financially fragile’. Financial constraint does not refer to income level, but…

  READ MORE   PIN TO MY IDEAS Idea #351
Optimal Marketing Claims: The Power of Three

Idea posted: February 2014

Institutions: Georgetown University    UCLA Anderson School of Management   

What makes a message persuasive? Marketing departments everywhere are constantly looking for the answer to this question and much research has been conducted on this subject; previous research has shown…

  READ MORE   PIN TO MY IDEAS Idea #328
Building Brand Equity through Event Marketing

Idea posted: November 2013

Institutions: IÉSEG School of Management    Columbia Business School   

While traditional advertising still commands the lion’s share of the marketing budget, companies continue to look for alternative communication platforms to enhance their brands, including event marketing. How effective is…

  READ MORE   PIN TO MY IDEAS Idea #251
How Customers Watch What Others Buy

Idea posted: October 2013

Institutions: Kellogg School of Management    The Wharton School of the University of Pennsylvania   

Why do people buy? In an era of almost unlimited choices and unprecedented access to products and services, understanding what will push customers to buy a particular product is vital…

  READ MORE   PIN TO MY IDEAS Idea #223
Grapes of Wrath: How Self Control Leads to Anger

Idea posted: January 2013

Institutions: Kellogg School of Management    Rady School of Management   

Prior research has shown us that self-control can lead to increased aggression. Building on that, we can now show that people often get irritated by their own self-control. Furthermore, it…

  READ MORE   PIN TO MY IDEAS Idea #034

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