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
Digital Marketing
What Hooks M-Commerce Customers?
Research reveals factors that affect the likelihood of transacting business over mobile phones.
Marketing Strategy
The Global-Brand Advantage
Research indicates that buyers are more likely to perceive value in global brands.
Customers
Creating a Superior Customer-Relating Capability
Companies with the best connections to their customers focus on the people and businesses that buy from them.
Digital Marketing
Lessons From Online Groceries
How the industry’s evolution can inform all e-tail enterprises.
Customers
New Views on Digital CRM
Managers’ opinions vary about the goals and value of Internet marketing.
Marketing Strategy
Surprise as a Marketing Tool
Customer delight might not always lead to long-term satisfaction and loyalty.
Marketing Strategy
Pricing as a Strategic Capability
If pricing isn’t a strategic capability — a contributor to a company’s ability to implement its strategy — it’s probably a strategic liability.
Customers
The Real Value of Customer Loyalty
Customer-lifetime value is more than a metric; it’s a way of thinking and of doing business.
Marketing Strategy
How Much Will People Pay for That?
A new, easy-to-use procedure can help marketers determine customers’ willingness to pay.