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The Mindset Shift: From Web 2.0 Digital Marketing to Web 3.0 Digital Marketing and Beyond
By Michael Tasner
Dec 8, 2014
Michael Tasner discusses the limits of Web 2.0 thinking, and the keys to overarching trends to the Web 3.0 marketing movement.
How to Make Money with Social Media: In the Beginning
By Jamie Turner, Reshma Shah
Aug 13, 2014
If your thought process around social media begins with tactics (Twitter, Facebook, Google+, and so on), do a flip-flop and start thinking about goals and objectives first. From there, you can move on to your strategy to help you accomplish your goals and objectives.
A Resource-Allocation Perspective for Marketing Analytics
By Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox
Aug 6, 2014
Resource allocation is the endgame of analytics for any company. Using marketing analytics properly, any firm should be able to determine the optimal level of spending it should make on each of its marketing channels to maximize success.
Cutting Edge Marketing Analytics: A Case Study with Dunia Finance LLC
By Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox
Jul 30, 2014
The authors of Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning discuss how analytics affected customer relationship management at Dunia Finance LLC, in this case study from the book.
Introduction to Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning
By Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox
Jul 28, 2014
The authors of Cutting Edge Marketing Analytics discuss the techniques needed to analyze past marketing performance and discover unknowns that will allow you to predict the future.
Strategic Alignment in Marketing and Sales Analytics—First You Need to Agree On What to Ask
By Cesar Brea
Jun 23, 2014
People have different ways of defining possible challenges to focus on, ways of evaluating performance, and means for assessing tradeoffs among possible solutions to challenges. This chapter explores how different executives think about these needs and suggests a synthesis that might serve as a point of departure for you.
Introduction to Shopper Marketing: What Is It All About?
By Daniel J. Flint, Chris Hoyt, Nancy Swift
May 21, 2014
This chapter introduces the book Shopper Marketing, which discusses key shopper marketing concepts as well as a process for developing shopper marketing programs.
The Eight Process Capability Areas of a Training Organization
By Doug Harward, Russ Hall, Ken Taylor
Mar 21, 2014
Find out what practices are associated with the capabilities that, when performed at a very high level, make a training organization great.
Meeting Customers' Real Needs: The Nature of Service System Design
By CSCMP, Stanley E. Fawcett, Amydee M. Fawcett
Feb 10, 2014
As a supply chain manager, service system design is a core and vital aspect of your job. Your company’s identity—and future—is defined by its ability to meet customers' real needs. Yet, despite its importance, few companies excel at creating remarkable customer experiences. This chapter addresses the question, “Why is it so hard to improve customer satisfaction?”
Introduction to the Definitive Guide to Entertainment Marketing
By Al Lieberman, Pat Estgate
Jul 31, 2013
The world might have changed, but one constant remains: We, as a people, want more entertainment. For entertainment marketers, it’s a huge opportunity. Al Lieberman and Pat Esgate explain how to take advantage of it.
How to Escape from 'Email Jail'
By Mark Woods
Jun 3, 2013
Are you a prisoner of your inbox? Mark Woods, author of Attack Your Day! Before It Attacks You, shares a quick-and-easy plan for removing the majority of time-wasting messages that clog up your system, bringing email back to being helpful once again.
The Development of a Marketing Research Resource Allocation System and its Challenges
By Frank A. Tillman, Deandra T. Cassone
Apr 25, 2013
Dr. Frank A. Tillman and Dr. Deandra T. Cassone discuss lessons learned in implementing decision science techniques to solve corporate problems.
OM in the News: Wal-Mart’s Disappearing Inventory
By Barry Render
Apr 22, 2013
Barry Render explains that a thinly spread workforce has many consequences.
What Drives New Product Development
By Jonathan Cagan, Craig M. Vogel
Sep 13, 2012
In this chapter, the authors focus on the first step in developing a breakthrough product: learning to interpret the interconnected factors of Social change, Economic trends, and Technological innovation, otherwise known as SET Factors.
Negotiating with Backbone: Eight Sales Strategies to Defend Your Price and Value
By Reed K. Holden
Jun 11, 2012
Reed K. Holden describes two of the games salespeople and executives play in the great game of procurement. There are eight easy-to-identify games and tactics associated with each one. If you understand your position in the game, you can play the game better.
Seducing the Future of Fine Arts: Getting the Next Generations into the Museum Experience
By Alex Gofman, Marco Bevolo, Tönis Mets
Jun 10, 2011
Alex Gofman, Marco Bevolo, and Tönis Mets take a scientific approach to figuring out what gets people to visit a museum, and show how RDE, through its disciplined structure, affords actionable insights that might help.
The Questionable Future Facing Global Retailers
By Barry Berman
Nov 3, 2010
Barry Berman explains how recession-battered retailers can learn lessons from L.L.Bean, Trader Joe's, Costco, and other world-class retailers.
Introduction to Emerging Business Online: Global Markets and the Power of B2B Internet Marketing
By Lara Fawzy, Lucas Dworski
Oct 21, 2010
In this introduction to their book, Emerging Business Online: Global Markets and the Power of B2B Internet Marketing, the authors explore how and why the Internet and related technologies are redefining how we conduct business globally.
How to Make Money with Social Media: What Social Media Isn't
By Jamie Turner, Reshma Shah
Oct 7, 2010
Traditional marketers focused their energies on what people thought about their brands. Contemporary marketers focus their energies on how people engage with their brands—online, in stores, at home, and through other channels.
Introduction to How to Make Money with Social Media
By Jamie Turner, Reshma Shah
Oct 6, 2010
You can make money with social media—if you follow the right plan.

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