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How Brand Building and Performance Marketing Can Work Together
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
Using Technology to Create a Better Customer Experience
Sales & Marketing Digital ArticleYour strategy should be driven by relationship-building - not shiny new tech. -
10 Ways to Boost Customer Satisfaction
Sales & Marketing Digital ArticleTakeaways from an analysis of millions of consumer data points. -
How Brands and Influencers Can Make the Most of the Relationship
Sales & Marketing Magazine ArticleEven as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little... -
How the Best Brand-Influencer Partnerships Reach Gen Z
Sales and marketing Digital ArticleFive lessons from companies leaning into the creator economy. -
4 Elements of a Successful Brand Refresh
Organizational Development Digital ArticleFocus on products, narrative, pop culture, and customer needs. -
Why We Buy Products Connected to Place, People, and Past
As globalization has made our social and work lives increasingly virtual, fast-paced, and mobile, people are coming to feel that they have lost their... -
Do Your Marketing Metrics Show You the Full Picture?
Sales & Marketing Digital ArticleHow to create a road map to ensure you're measuring what matters. -
Closing the Gap Between Digital Marketing Spending and Performance
Marketing Digital ArticleHow marketers can maximize returns. -
Why Marketers Are Returning to Traditional Advertising
Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads. -
Social Strategies that Work
Strategy & Execution Magazine ArticleAlthough most companies have collected lots of friends and followers on social platforms such as Facebook, few have succeeded in generating profits there.... -
Research: How People Feel About Paying for Social Media
Marketing Digital ArticleA survey of U.S. residents asks whether new subscription services from Twitter, Facebook, Instagram, and Snapchat meet their expectations. -
Does Influencer Marketing Really Pay Off?
Sales & Marketing Digital ArticleResearch finds seven variables that impact a campaign's effectiveness. -
8 Best Practices for Creating a Compelling Customer Experience
Strategy & Execution Digital ArticleTakeaways from an analysis of the American Customer Satisfaction Index. -
Research: The Pros and Cons of Soliciting Customer Reviews
Sales & Marketing Digital ArticleWhen it's worth it - and when it can backfire. -
Is Your Marketing Organization Ready for What's Next?
Sales & Marketing Magazine ArticleSweeping technological change has revolutionized marketing, while societal challenges have raised expectations about marketers' social performance. This... -
Choosing the Right Platform for Your Brand
Sales & Marketing Digital ArticleTo meet customers where they are, you can't beat selling on e-commerce juggernaut Amazon--or can you? This issue's Spotlight package examines the myriad... -
How Tech Is Transforming Entry-Level, Customer-Facing Jobs
Technology & Operations Digital ArticleTakeaways from a survey of more than 800 customer service reps. -
E-Commerce Platforms Must Prioritize the Consumer-Influencer Relationship
Communication Digital ArticleTurn the emotional relationships your company has with its followers into revenue. -
When CEOs Engage Directly with Customers
Customer experience Digital ArticleA look at the pros and cons.
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Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing
Sales & Marketing Case Study8.95View Details This case focuses on Cisco Systems' innovative probe-and-learn approach to using social media to launch its ASR 1000 Series Edge Router. The company had... -
Social Media Marketing
Sales & Marketing Case Study8.95View Details This technical note describes the history and benefits of social media marketing and discusses the ways in which it differs from traditional marketing.... -
Proday: Calling the Right Play
Management Case Study8.95View Details Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app - Proday, a home fitness... -
Aravind Eye Hospital, Madurai, India: In Service for Sight
Sales & Marketing Case Study8.95View Details Starting as a modest 20-bed hospital, Aravind had grown into a 1,400-bed hospital complex by 1992. It had by then screened 3.65 million patients and performed... -
The Uakari Lodge & Community-Based Tourism
Sales & Marketing Case Study8.95View Details The Uakari Lodge is an internationally recognized pioneering example of community-based ecotourism. It was developed in the late 1990's to provide visitors... -
In-housing Digital Marketing at Sprint Corp.
Sales & Marketing Case Study15.05View Details In the fall of 2019, Sprint's Chief Digital Officer Rob Roy reflected on the telecom's efforts to improve the effectiveness of its digital marketing campaigns.... -
Facebook's Predicaments: Incidental, Inadvertent, or Intentional?
Management Case Study8.95View Details By October 2021, the US social media giant Facebook Inc. had been dominating the social media market globally with the highest number of active users.... -
Dumb Ways To Die: Advertising Train Safety (B)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Dumb Ways To Die: Advertising Train Safety (C)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Facelift at Olay (B)
Sales & Marketing Case Study5.00View Details ... -
Entrepreneurial Sales and Marketing Vignettes
Innovation & Entrepreneurship Case Study8.95View Details Which sales candidate is a startup's ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align... -
Business Model Analysis for Entrepreneurs
Innovation & Entrepreneurship Case Study8.95View Details This note defines a business model and its major elements: a customer value proposition, a technology and operations management plan, a go-to-market plan,... -
PSI: Social Marketing Clean Water
Global Business Case Study15.05View Details Senior management at PSI, arguably the world's largest and most successful social marketer with impressive achievements in the field of family planning,... -
VaccineOnWheels: Service Excellence for COVID-19 Vaccinations
Sales & Marketing Case Study8.95View Details VaccineOnWheels (VOW), a social enterprise providing doorstep vaccination to India's low-income and marginalized communities, was founded in December... -
Prayas by Sanofi-Aventis in India: Making Healthcare Accessible to the Bottom of the Pyramid
Strategy & Execution Case Study8.95View Details Prayas is a unique healthcare initiative, launched in India by Sanofi-Aventis, a French multinational pharmaceutical company, with the objectives of updating... -
Growth Hacking at Bazaart (A)
Innovation & Entrepreneurship Case Study8.95View Details The four founding members of Bazaart-a young Israeli company whose sole product was its eponymous mobile application (app) which allowed users to create... -
Facebook Fake News in the Post-Truth World
Strategy & Execution Case Study8.95View Details In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the... -
Mary Kay Inc.: Enriching Women's Lives while Embracing Change
Sales & Marketing Case Study8.95View Details In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary... -
Growth Hacking at Bazaart (B)
Innovation & Entrepreneurship Case Study5.00View Details Growth Hacking at Bazaart (B)" provides a brief update of what has transpired at Bazaart since the timing of "Growth Hacking at Bazaart (A). -
ASOS PLC
Strategy & Execution Case Study8.95View Details Launched in 2000, ASOS was one of the world's largest online fashion specialists in 2016. Focusing on young consumers aged 16-25 years, the company offered...
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How Brand Building and Performance Marketing Can Work Together
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
Using Technology to Create a Better Customer Experience
Sales & Marketing Digital ArticleYour strategy should be driven by relationship-building - not shiny new tech. -
10 Ways to Boost Customer Satisfaction
Sales & Marketing Digital ArticleTakeaways from an analysis of millions of consumer data points. -
How Brands and Influencers Can Make the Most of the Relationship
Sales & Marketing Magazine ArticleEven as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little... -
Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing
Sales & Marketing Case Study8.95View Details This case focuses on Cisco Systems' innovative probe-and-learn approach to using social media to launch its ASR 1000 Series Edge Router. The company had... -
Social Media Marketing
Sales & Marketing Case Study8.95View Details This technical note describes the history and benefits of social media marketing and discusses the ways in which it differs from traditional marketing.... -
Facelift at Olay (A) & (B), Teaching Note
Sales & Marketing Digital ArticleTeaching note to to 521011, 521002, and 521701. -
Proday: Calling the Right Play
Management Case Study8.95View Details Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app - Proday, a home fitness... -
Procter & Gamble PuR Purifier of WaterTM - A&B, Teaching Note
Global Business Digital ArticleTeaching note for INS488 and INS489. -
Aravind Eye Hospital, Madurai, India: In Service for Sight
Sales & Marketing Case Study8.95View Details Starting as a modest 20-bed hospital, Aravind had grown into a 1,400-bed hospital complex by 1992. It had by then screened 3.65 million patients and performed...
