Marketing Strategy
From product to customer experience: The new way to launch in pharma
Jan Ascher, Daniel Höglund, Arafat M’lika, Ivan Ostojic, Maxence Vancauwenberghe
How a major pharmaceutical group used personas to redesign its customer experience.
The Basic Social Media Mistakes Companies Still Make
Keith A. Quesenberry
How to take better advantage of social networks in our marketing strategies.
The age of analytics: Competing in a data-driven world
Nicolaus Henke, Jacques Bughin, Michael Chui, James Manyika, Tamim Saleh, Bill Wiseman, Guru Sethupathy
10 Principles of Customer Strategy
Thomas Ripsam, Louis Bouquet
How to create value continuously and propose a distinctive customer experience.
Developing a customer-experience vision
Brooke Boyarsky, Will Enger, Ron Ritter
A thorough case study: transforming customer experience in an American airport.
Quantifying the Impact of Marketing Analytics
Matt Ariker, Alejandro Diaz, Christine Moorman, Mike Westover
Marketing the Mercedes way
An interview of Ola Källenius, who is in charge of marketing within Daimler’s executive committee.