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How Brand Building and Performance Marketing Can Work Together
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
10 Ways to Boost Customer Satisfaction
Sales & Marketing Digital ArticleTakeaways from an analysis of millions of consumer data points. -
How Brands and Influencers Can Make the Most of the Relationship
Sales & Marketing Magazine ArticleEven as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little... -
A Good Digital Strategy Creates a Gravitational Pull
Strategy & Execution Digital ArticleThanks to social media, the most important influences on your business often happen when you aren't in the room. When people connect peer-to-peer, there... -
Does Influencer Marketing Really Pay Off?
Sales & Marketing Digital ArticleResearch finds seven variables that impact a campaign's effectiveness. -
Closing the Gap Between Digital Marketing Spending and Performance
Sales & Marketing Digital ArticleHow marketers can maximize returns. -
Social Strategies that Work
Strategy & Execution Magazine ArticleAlthough most companies have collected lots of friends and followers on social platforms such as Facebook, few have succeeded in generating profits there.... -
How AI Can Help Sales Teams Craft More Personalized Pitches
Technology & Operations Digital ArticleHistorically, creating relevant messaging required a lot of leg work and research. New tools make it much easier. -
In Marketing, People Are Not Numbers
Sales & Marketing Digital ArticleCompanies can't approach the social era using broadcast media models. -
The Power of Small, Flexible Teams
Ed Gilligan, president of American Express Company, describes how a small, cross-functional team launched Small Business Saturday in three weeks. -
Put the "and" Back in "Sales and Marketing"
Sales & Marketing Digital ArticleHow these two important functions can work better together. -
Why Sex and Violence Don't Sell
Sales & Marketing ResearchThey're distracting! (Probably.) -
E-Commerce Platforms Must Prioritize the Consumer-Influencer Relationship
Social media Digital ArticleTurn the emotional relationships your company has with its followers into revenue. -
Selling on TikTok and Taobao
Strategy SpotlightThe growing power of online video platforms -
Why We Buy Products Connected to Place, People, and Past
As globalization has made our social and work lives increasingly virtual, fast-paced, and mobile, people are coming to feel that they have lost their... -
Do Your Marketing Metrics Show You the Full Picture?
Marketing Digital ArticleHow to create a road map to ensure you’re measuring what matters. -
Research: The Pros and Cons of Soliciting Customer Reviews
Sales & Marketing Digital ArticleWhen it's worth it - and when it can backfire. -
Choosing the Right Platform for Your Brand
Sales & Marketing Digital ArticleTo meet customers where they are, you can't beat selling on e-commerce juggernaut Amazon--or can you? This issue's Spotlight package examines the myriad... -
4 Elements of a Successful Brand Refresh
Organizational transformation Digital ArticleFocus on products, narrative, pop culture, and customer needs.
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Facelift at Olay (A)
Sales & Marketing Case Study8.95View Details By October 2017, Procter & Gamble's skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies,... -
Cancer Screening in Japan: Market Research and Segmentation
Sales & Marketing Case Study15.05View Details Since founding CancerScan in 2008, Jun Fukuyoshi and Yoshiki Ishikawa had helped to improve cancer screening rates in Japan. Between 2005 and 2007, awareness... -
MasterCard: Driving Financial Inclusion
Sales & Marketing Case Study14.00View Details MasterCard CEO Ajay Banga was investing significant time and attention to increase financial inclusion among individuals with historically no access to... -
KINEER: A SOCIAL MARKETING CHALLENGE
Sales & Marketing Case Study8.95View Details Kineer Services Limited (Kineer) was a social marketing startup set up in 2018 by Lakshmi Narayan Tripathi, a prominent Indian transgender, and Manish... -
Zenxin Organic: From Brick and Mortar to Digital Retail
Sales & Marketing Case Study8.95View Details Set in July 2020, this case talks about ZENXIN Organic (Zenxin) - an organic farming company of fresh produce in Malaysia, and traces its evolution using... -
Proday: Calling the Right Play
Management Case Study8.95View Details Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app - Proday, a home fitness... -
Growth Hacking at Bazaart (B)
Innovation & Entrepreneurship Case Study5.00View Details Growth Hacking at Bazaart (B)" provides a brief update of what has transpired at Bazaart since the timing of "Growth Hacking at Bazaart (A). -
DesiFirangi.com: Building a Niche E-commerce Portal
Sales & Marketing Case Study8.95View Details DesiFirangi.com was an online women's apparel retailer in India. Started in November 2014, DesiFirangi catered to the fashion needs of modern Indian women... -
Marketing Reading: Consumer Behavior and the Buying Process
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
PSI: Social Marketing Clean Water
Global Business Case Study15.05View Details Senior management at PSI, arguably the world's largest and most successful social marketer with impressive achievements in the field of family planning,... -
Dumb Ways To Die: Advertising Train Safety (B)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Sociable Labs A
Sales & Marketing Case Study8.95View Details Sociable Labs was conceived as a start-up business attempting to use friend recommendations to curate and recommend purchase opportunities on the internet.... -
Aravind Eye Hospital, Madurai, India: In Service for Sight
Sales & Marketing Case Study8.95View Details Starting as a modest 20-bed hospital, Aravind had grown into a 1,400-bed hospital complex by 1992. It had by then screened 3.65 million patients and performed... -
The PCRA: Social Marketing Campaign for Petroleum Conservation
Global Business Case Study8.95View Details In 2014, the executive director (ED) of India's Petroleum Conservation Research Association needed to prepare the next phase of the association's marketing... -
ASOS PLC
Strategy & Execution Case Study8.95View Details Launched in 2000, ASOS was one of the world's largest online fashion specialists in 2016. Focusing on young consumers aged 16-25 years, the company offered... -
Saving an Endangered Art: India's Handloom Heritage
Management Case Study8.95View Details The case is set in November 2021 and traces the journey of a unique women-led collective-Weavers Resource Bridge (led by Talish Ray and her fellow handloom... -
What's in a name? That we call fair by any other name will it sell as well?
Management Case Study8.95View Details Emami is facing the heat from activist-consumers as well as its competitors. Competitors have renamed their cosmetic products by dropping the controversial... -
Facebook's Predicaments: Incidental, Inadvertent, or Intentional?
Management Case Study8.95View Details By October 2021, the US social media giant Facebook Inc. had been dominating the social media market globally with the highest number of active users.... -
Growth Hacking at Bazaart (A)
Innovation & Entrepreneurship Case Study8.95View Details The four founding members of Bazaart-a young Israeli company whose sole product was its eponymous mobile application (app) which allowed users to create... -
Entrepreneurial Sales and Marketing Vignettes
Innovation & Entrepreneurship Case Study8.95View Details Which sales candidate is a startup's ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align...
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How Brand Building and Performance Marketing Can Work Together
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
10 Ways to Boost Customer Satisfaction
Sales & Marketing Digital ArticleTakeaways from an analysis of millions of consumer data points. -
How Brands and Influencers Can Make the Most of the Relationship
Sales & Marketing Magazine ArticleEven as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little... -
Facelift at Olay (A)
Sales & Marketing Case Study8.95View Details By October 2017, Procter & Gamble's skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies,... -
Using Groupon for Health and Wellness Businesses
Sales & Marketing Digital ArticleSocial merchants are small business owners and entrepreneurs who adopt social shopping as a new sales channel. They employ social shopping intermediaries,... -
A Good Digital Strategy Creates a Gravitational Pull
Strategy & Execution Digital ArticleThanks to social media, the most important influences on your business often happen when you aren't in the room. When people connect peer-to-peer, there... -
Cancer Screening in Japan: Market Research and Segmentation
Sales & Marketing Case Study15.05View Details Since founding CancerScan in 2008, Jun Fukuyoshi and Yoshiki Ishikawa had helped to improve cancer screening rates in Japan. Between 2005 and 2007, awareness... -
MasterCard: Driving Financial Inclusion
Sales & Marketing Case Study14.00View Details MasterCard CEO Ajay Banga was investing significant time and attention to increase financial inclusion among individuals with historically no access to... -
KINEER: A SOCIAL MARKETING CHALLENGE
Sales & Marketing Case Study8.95View Details Kineer Services Limited (Kineer) was a social marketing startup set up in 2018 by Lakshmi Narayan Tripathi, a prominent Indian transgender, and Manish...