Marketing

New research from Bain shows what the most productive companies do differently.

If you find yourself facing a price war, you’ll need to understand how it started in order to respond effectively. Often the best counterattack does not involve a retaliatory price cut.

Firms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors,...

In order to realize AI's giant potential, CMOs need to have a good grasp of the various kinds of applications available and how they may evolve. This...

What consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities...

Marketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer...

The product life cycle measures the likelihood, character, and timing of competitive and market events. A product strategy that includes some sort of...

And what managers can do to help their international teams succeed.

Companies that introduce sustainable offerings face a frustrating paradox: Most consumers report positive attitudes toward eco-friendly products and services,...

Spoiler: Many people are doing it wrong.

As goods and services become commoditized, the customer experiences that companies create will matter most.

A better way to drive growth and profitability

Many companies have become disillusioned with sales in the international marketplace as old markets become saturated and new ones must be found. How can they customize products for the demands of new markets? Which items will consumers want? With wily international competitors breathing down their necks, many organizations think that the game just isn’t worth […]

Seven key elements to look at, according to research.

A better alternative to branded content

Gauging—and communicating—what your products and services are worth to customers has never been more important.

Companies may want to shift a brand's position--to exploit less crowded territory, for example, or grow sales. Companies have long used perceptual mapping...

The field of neuromarketing, sometimes known as consumer neuroscience, studies the brain to predict and potentially even manipulate consumer behavior...

A refresher on customer churn rate.

Nike is a champion brand builder. Its advertising slogans—“Bo Knows,” “Just Do It,” “There Is No Finish Line”—have moved beyond advertising into popular expression. Its athletic footwear and clothing have become a piece of Americana. Its brand name is as well-known around the world as IBM and Coke. So it may come as a surprise […]