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?
Corporate Diplomacy
Ulrich Steger
How to optimize your relations with NGOs to minimize the risk of coming under attack?
Simplicity Marketing
Steven M. Cristol, Peter Sealey
Driving Customer Equity
Roland T. Rust, Valarie A. Zeithalm, Katherine N. Lemon
Center strategic thinking around the value of customer equity.
Commitment-Led Marketing
Jan Hofmeyr, Butch Rice
This book offers an original framework to understand customer retention issues.
Competing in the Age of AI
Marco Iansiti, Karim R. Lakhani
How to take advantage of the opportunities created by artificial intelligence.
Experimentation Works
Stefan H. Thomke
Massively experimenting in a rigorous manner to develop your innovation capacity.
