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
Business Models
A Plan to Invent the Marketing We Need Today
Seven strategies that can make marketing both relevant and rigorous in today’s world.
Marketing Strategy
International Perspectives on Counterfeit Trade
Executives’ perceptions of the motives of pirates and purchasers vary by country.
Customers
The Quality Effect on Word of Mouth
Consumer dissatisfaction can be far more potent than satisfaction.
Marketing Strategy
Discounting Do’s and Don’ts
Recent evidence shows that some discounts and sales can be detrimental.
Marketing Strategy
When Consumers Go to Extremes
Consumer preference is determined by how their options are presented.
Marketing Strategy
Finding the Right Job For Your Product
Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to “hire” the best product or service to do it. Marketers must adopt that perspective.
Digital Marketing
3 Critical Issues in Internet Retailing
Managing returns, structuring the physical distribution network and deploying product inventories are all key.
