Publications > Themes : Marketing

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?

How Red Bull Creates Brand Buzz

David Aaker

Lessons to be drawn from the experience of Red Bull, which uses broad-based but consistent sponsorship to create buzz and reinforce its dominance on the energy drink market.

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The New Science of Viral Ads

Thales Teixeira

Scientific research to identify, by studying eye movements, what grabs or slips our attention in advertisements.

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When is advertising a waste of money?

Eric Almquist, Tamar Dor-Ner

When should you not bother to communicate?

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Your Employees Don't ''Get'' Your Brand

John H. Fleming, Dan Witters

This Gallup survey draws attention to the gap between the companies' brand promise and how employees perceive it.

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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.

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Why Customer Referrals Can Drive Stunning Profits

Philipp Schmitt, Bernd Skiera, Christophe Van den Bulte

How to create effective referral programs?

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How we see it: Three senior executives on the future of marketing

Luke Collins, Tom French, Paul Magill

What challenges are facing marketing today and tomorrow?

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We’re all marketers now

Tom French, Laura LaBerge, Paul Magill

An article that underlines the need to de-compartmentalize and establish a new organization to respond to the service expectations of consumers.

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Memorable Events Are the Most Valuable Experiences

B. Joseph Pine II

In the digital and automation era, how can you instill in your clients the desire to spend time with your brand? This is critical to avoid trivialization.

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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.

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