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
Customers
Recovering and Learning from Service Failure
Is your company doing its best to address customer complaints and learn from mistakes?
Marketing Strategy
Do Customer Loyalty Programs Really Work?
Loyalty programs must enhance the overall value of the product or service and motivate buyers to make their next purchase.
Digital Marketing
The Internet and International Marketing
Is the Internet just another marketing channel like direct mail or home shopping? Or will it revolutionize global marketing? Will large multinationals lose the advantages of size, while small start-ups leverage the technology and be-come big players internationally? The authors discuss the different opportunities and chal-lenges that the Internet offers to large and small companies worldwide. They examine the impact on global markets and new product development, the advantages of an intranet for large corporations, and the need for foreign government support and cooperation.
Marketing Strategy
First to Market, First to Fail? Real Causes of Enduring Market Leadership
Using a historical method, the authors try to determine why pioneeers fail and early leaders succeed.
