Marketing Strategy
To Win Support for Your Idea, Think Like a Marketer
Leslie Zane
Getting inspiration from marketing principles to better sell your ideas.
Consumers: Brands’ Response to Crisis Influences Loyalty
How the manner in which a company manages a crisis affects (or not) its customers’ loyalty.
Deriving Value From Conversations About Your Brand
Brad Fay, Ed Keller, Rick Larkin, Koen Pauwels
Building a Better B2B Demand Center
Phillip Andersen, Robert Archacki, Basir Mustaghni, Neri Conti
Concrete advice to put in place a highly performant Demand Center.
What’s the Value of a Like?
Leslie K. John, Daniel Mochon, Oliver Emrich, Janet Schwartz
Building an Insights Engine
Frank van den Driest, Stan Sthanunathan, Keith Weed
Building a customer knowledge base, centralized and available to all: the Unilever example.
Reigniting Growth
Chris Zook, James Allen
Advice to restart the growth engine when it runs out of steam.
New Research Shows How Digital Connects Shoppers to Local Stores
How do consumers combine in-store shopping and online searches?