Marketing Strategy
ZMOT: Why It Matters Now More Than Ever
Jim Lecinski
Understand what sources of information influence consumers most.
L’impact de l’e-réputation sur le processus d’achat
The results of an opinion poll on the behavior of online buyers.
A Technique to Bridge the Gap Between Marketing and IT
Brad Power
A testimonial on how ING improved its service reliability by applying Scrum methods.
When is advertising a waste of money?
Eric Almquist, Tamar Dor-Ner
Collaborating With Customer Communities: Lessons From the Lego Group
Yun Mi Antorini, Albert M. Muñiz, Jr., Tormod Askildsen
From the Lego example, some key principles to interact effectively with your customers.
Why Customer Referrals Can Drive Stunning Profits
Philipp Schmitt, Bernd Skiera, Christophe Van den Bulte
A new way to measure word-of-mouth marketing
Jacques Bughin, Jonathan Doogan, Ole Jørgen Vetvik
A methodology for measuring the impact of word of mouth on purchasing decisions.