Marketing

3 Fixes for your Engagement Measurement Mistakes

Andrew Raso

How can you measure the impact of an influencer marketing campaign? A few traps to avoid.

see an introduction to the article

Ambassadeur de marque : quand le scandale éclate

[Brand ambassador: when the scandal erupts] Four factors to take in consideration to react appropriately when a brand ambassador goes wrong.

see an introduction to the article

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.

see an introduction to the article

Deriving Value From Conversations About Your Brand

Brad Fay, Ed Keller, Rick Larkin, Koen Pauwels

Take real advantage of word of mouth to boost sales.

see an introduction to the article

The Basic Social Media Mistakes Companies Still Make

Keith A. Quesenberry

How to take better advantage of social networks in our marketing strategies.

see an introduction to the article

Subscription Business Models Are Great for Some Businesses and Terrible for Others

Robbie Kellman Baxter

A reminder of the good and bad reasons that might prompt a company to adopt the subscription economic model.

see an introduction to the article

What Subscription Business Models Mean for Sales Teams

Andris A. Zoltners, PK Sinha, Sally E. Lorimer

How can you evolve the role of the sales teams when the objective is no longer only to sell, but also to maintain the customer relationship in the long run?

see an introduction to the article

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. 

see an introduction to the article

What’s the Value of a Like?

Leslie K. John, Daniel Mochon, Oliver Emrich, Janet Schwartz

Make your presence on social networks profitable.

see an introduction to the article

Branding in the Age of Social Media

Douglas Holt

Thoughts on the tendency of consumers to redefine by themselves the significance associated to brands.

see an introduction to the article