Viral Marketing — Contender, or Just a Trend?
Word-of-mouth promotions can significantly outperform conventional campaigns, and online and offline interactions are both important for success.
Engaging Consumers, Creating Value
Findings on value creation and regulatory fit offer far-ranging implications for management, marketing and even mental health.
Many Happy Returns on Marketing
Measuring marketing ROI need not be elusive. Don Sexton explains how firms can measure and increase the marketing contribution to the bottom line.
Should You Go with Your Gut?
Decisions based on emotions are more consistent — and might be more satisfying — than those based on deliberation.
What About All the Irrational Stuff?
Almost thirty years ago, Morris Holbrook and his colleagues stirred up a sea change in consumer research, tabling the old rationalist model and exploring the emotional side of consumer behavior.
The Price of Competition
Antitrust laws aim to protect consumers and spur innovation by fostering competition, but in some industries ingenuity thrives under monopolists.
A Hidden Markov Model of Customer Relationship Dynamics
To profitably manage their customer base, firms need to capture and analyze the dynamics of customer relationships, over time.
The instinctive offer
It might seem wise to approach negotiations with a well thought-out plan. But new research from Professor Michel Tuan Pham finds that negotiation may not be that complicated: negotiators who rely on their feelings often come out ahead.
Global customers seek global firms
Noel Capon talks about how firms can retain and grow their most valued customers by shifting from country-based account management to global account management.