From optimizing customer value to strengthening brand management, leaders must grapple with thorny marketing challenges. Get advice from MIT SMR experts on crafting sound marketing strategy and maximizing ROI.
Direct mail is reemerging as a profitable marketing channel as digital ad clutter fatigues consumers.
Research finds that some types of new products fare better than others in a downturn, particularly as it nears a recovery.
Learn how to transform customer-centric theory into lasting value through customer portfolio management.
To best understand your customers, segment them based on the strength of their relationship with your brand.
Consumer ire over vendor restrictions is leading to new right-to-repair laws in many jurisdictions.
What brands stand for is shaped as much by the consumers who adopt them as the marketers behind them.
This Me, Myself, and AI episode features Heineken’s Ronald den Elzen in conversation with hosts Sam Ransbotham and Shervin Khodabandeh.
Research shows that customers are less responsive when companies use brand nicknames in their marketing efforts.
Boost profitability and customer satisfaction with strategies that cut subscription services’ last-mile delivery costs.
Research reveals eight types of consumers, whose commitment to and willingness to pay for sustainable products varies.
How companies can take advantage of the vast commercial opportunity presented by customer demand for sustainable solutions.
The retailer’s experiments in immersive commerce offer marketing leaders lessons on reaching a new set of consumers.
Experts in artificial intelligence debate if organizations should disclose how AI is used in products and services.
Generative AI is already affecting how creative professionals work. Prepare now for more disruption.
Many marketing teams struggle to identify metrics that will support business strategy. A change in approach can help.
Recent research shows that social media influencers with small audiences can deliver big payoffs for brands.
Identify and address ageism to avoid disconnects with employees and customers and find new business opportunities.
Marketing leaders who understand the full value of a benefits-first perspective can help their companies better compete.
Winning CXOs shape experiences that boost business outcomes by debunking myths about customer desires with real data.
Companies are best served by a CMO whose skills and knowledge align with their needs at their particular growth stage.
