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.
Marketing
Latest
Social Media
What Influences Customers’ Online Comments
Lessons for managers who are listening to social media.
Marketing Strategy
Are Many of Your Customers Unprofitable?
Certain types of marketing techniques — those aimed at increasing customer lifetime value (CLV) — can be linked to stock price increases.
Climate Change
How Gap Inc. Engaged With its Stakeholders
When the Gap decided to overhaul the way it interacted with critics, it launched a strategy of stakeholder engagement.
Marketing Strategy
The Big Difference a Penny Makes
Should you price a consumer product at a price that ends in 99 cents — or price it at a round dollar amount?
Marketing Strategy
Can Marketing Lift Stock Prices?
A study found that certain marketing techniques can influence a company’s stock market valuation.
Customers
Why CRM Fails — and How to Fix It
Sophisticated relationship management resources alone won’t make customers more loyal.
Marketing Strategy
Why Every Project Needs a Brand (and How to Create One)
Project leaders should frame projects the same way marketing managers frame branding efforts.
Customers
McAfee: ‘Customer Service in the Digital Age: The Eternal Lament’
Why are companies still using snail mail to deliver information that customers need in real time?
Collaboration
The Power of Reconnection — How Dormant Ties Can Surprise You
The Web has made it easier than ever to reconnect with long-lost professional colleagues. Does it pay to do so?
Customers
Putting the ‘Relationship’ Back Into CRM
There are three important ways in which customer relationship management (CRM) practices often fail.
