How CRM Reaches Customers’ Social Networks

Idea posted: June 2017

Institutions: Columbia Business School    HEC Paris   

Authors:

The results of the study showed a 35% increase in usage by the targeted customers and a 10% increase in usage by the connections of the targeted customers. In addition, suspensions…

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Why the Chief Marketing Officer Matters

Idea posted: February 2016

Institutions: University of Notre Dame Mendoza College of Business    HEC Paris    University of North Carolina Kenan-Flagler Business School   

Authors:

Does a Chief Marketing Officer help a company, or is this position a ‘C’ that doesn’t earn its place in the C-suite? In 2008, an influential research study by Pravin…

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