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The Talking Billboard: Introduction to Personalized Digital Advertising
By Diaz Nesamoney
May 4, 2015
This introduction to Personalized Digital Advertising: How Data and Technology Are Transforming How We Market examines the rationale, opportunity, process, and technology involved in personalizing advertising.
The Evolving B2B Marketing Landscape
By Kim Ann King
Apr 22, 2015
B2B is a very complex environment in which to market, made all the more so by the pace of change along so many different fronts. In this excerpt from The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy, Kim Ann King looks at each of these forces at work.
Social CRM: The Intersection of Social Media and CRM
By Barton J. Goldenberg
Mar 18, 2015
Barton J. Goldenberg introduces his book, The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits, which presents the first proven framework and step-by-step methodology for driving maximum value from Social CRM throughout sales, marketing, customer service, and beyond.
Introduction to The Business of Choice: Marketing to Consumers' Instincts
By Matthew Willcox
Mar 12, 2015
Matthew Willcox introduces his book, The Business of Choice: Marketing to Consumers' Instincts, which covers why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so they keep coming back for more!
The Building Blocks of Social Business: Leveraging the Power of New Media and Human Connections to Grow Business Value
By Shawn Santos
Dec 29, 2014
Social media is game-changing technology. But as for any tool, it takes the right people and the right processes to make it work, as Shawn Santos explains in this chapter from How Companies Succeed in Social Business: Case Studies and Lessons from Adobe, Cisco, Unisys, and 18 More Brands.
Customer Loyalty: When Prior Strengths Become Your Weaknesses
By Harvey Thompson
Dec 19, 2014
We have met the enemy, and he is us. Learn how arrogance and intertia can harm previously successful companies in this excerpt from Who Stole My Customer?
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.

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