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.
INTELLIGENCE: New developments, research and ideas in management
A company must have a three-dimensional view of its brand.
When one company acquires another, executives have 10 distinct options for the corporate rebranding.
As companies use self-service technologies, responsibility for service quality shifts to customers.
To find out how well you are serving your customers, ask your employees.
When targeted promotions appeal to non-targeted customers.
Too much familiarity with customers can backfire, but engaging in multisided conversations can manage the risks.
Asking customers about their wants increases the probability that they will be dissatisfied.
Recent research has greatly improved management’s ability to anticipate customer wants.
RESEARCH BRIEF: A dynamic array of different customer types makes for a stronger business model.
