Marketing
What strategy to adopt to best position yourself against competitors? How to anticipate the changing needs of customers? How to develop the client capital?
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.
Incumbents as attackers: Brand-driven innovation
Jean-Baptiste Coumau, Victor Fabius, Thomas Meyer
How to turn your brand into a driver to expand into new markets.
La marque-employeur, plus importante que le salaire pour attirer les talents ?
A study on job seekers’ new practices which highlights the growing importance of the e-reputation.
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.
Why Customer Gratitude Trumps Loyalty
Mark Bonchek
Bringing your customers to feel gratitude is the best way to reinforce their loyalty.
page 1 . 2 . 3 . 4 . 5 . 6 . 7 . 8 . 9 . 10 . 11 . 12 . 13 . 14 . 15