Marketing Strategy: Articles, Research, & Case Studies on Marketing Strategy– HBS Working Knowledge

 

articles on marketing strategies

Marketing Articles: Marketing Strategy. Access thousands of our marketing strategy online marketing resources here. Select any of the popular topics below to narrow your search. Get unlimited access to all of our exclusive marketing resources. Go PRO Today. Marketing & Strategy section contains articles on marketing concepts & strategies, branding of products & services, advertisement campaigns, promotional activities of brands and analysis of popular global brands. Business Strategy in a Digital Age 02 March The Digital Age is a historic period in the 21st century characterized by the rapid. Read Articles about Marketing Strategy- HBS Working Knowledge: The latest business management research and ideas from HBS faculty. About; Harvard Business Review New research on marketing strategies from Harvard Business School faculty on issues including marketing to an international audience, digital marketing, and managing social media.


10 Marketing Strategies to Fuel Your Business Growth


Professor Stefan Thomke discusses how past experience and intuition can be misleading when attempting to launch an innovative new product, service, business model, or process. Instead, Booking. Open for comment; 0 Comment s posted. Read the Transcript. Service firms seeking prospective customers usually highlight the advantages of their offerings and downplay the tradeoffs. This study suggests a different approach: Provide transparency into advantages as well as tradeoffs.

The transparency helps customers make informed decisions and can lead to better outcomes for both firms and customers over the long run. Open for comment; Comment s posted. Luxury is its own market, but who shops there? Who sells there? What's the best strategy? Researchers at Harvard Business School examine consumerism at the top of the curve. Firms increasingly deploy self-service technologies SSTs to manage customer interfaces that are inherently stressful.

For example, patients may be asked to use kiosks to check themselves into hospitals. Operational design choices may help. Five studies show when and why such identity appeals backfire. Identity appeals may fail equally whether they evoke negative or just milder stereotypes.

This paper challenges the logic that making it easier for consumers to search across a wide assortment of products is the best strategy for online retailers. Experiments show that adding extra search costs to find discounted items can improve gross articles on marketing strategies and sales by increasing the number of items inspected and serving as a self-selecting price discrimination mechanism among customers.

James Heskett's readers suggest there are no easy answers, articles on marketing strategies. Product failures create managerial challenges for companies but market opportunities for competitors, says Ariel Dora Stern. The stakes have only grown higher, articles on marketing strategies. In the wake of the loss of two great CEOs, James Heskett asks which schools are ready to turn out the next generation of transformative leaders?

The study shows how knowledge about firm behavior can be modeled to better predict demand. Firms tend to raise prices in response to higher demand, so observed relationships between price and quantity can be quite misleading.

The authors provide an adjustment that can be used when price experiments or instrumental variables are not available. For many cities that host the Olympic Games, articles on marketing strategies central stadium is nothing more than a white elephant after the competition ends.

Stephen A. Greyser and Isao Okada pinpoint actions cities can take to give them new life. Free shipping is an increasingly important tool in the online retailer's marketing arsenal, but profit is lost when not done right, says Donald Ngwe, articles on marketing strategies.

Consumers are less sensitive to shipping fees than to product prices, but free shipping for orders above the minimum is a strong motivator for increasing average basket sizes. Online retailers face the challenge of leveraging the rich data they collect on their websites to uncover insights about consumer behavior. This study proposes a practical and tractable model of economic behavior that can reveal helpful patterns of cross-product substitution.

The articles on marketing strategies can be used to simulate optimal prices. Online retailers should take a tip from brick-and-mortar shops: Shove your best deals to the back of the store. Research by Thales Teixeira and Donald Ngwe. A decade-and-a-half after the dawn of social media marketing, brands are still learning what works and what doesn't with consumers.

Longchamp's iconic but affordable Le Pliage bag is a conundrum for the company, explains Jill Avery in this podcast. Does an affordable luxury product work against the top-tier brand? The Mad Men of advertising are being replaced by data scientists and analysts. In this podcast, marketing professor John Deighton and advertising legend Sir Martin Sorrell discuss the positives and negatives of digital marketing.

Research by Ai Hisano exposes cellophane's key role in developing self-service merchandising in American grocery stores, and how its manufacturers tried to control the narrative of how women buy food. A podcast featuring faculty discussing cases they've written and the lessons they impart.

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Marketing Strategies News & Topics - Entrepreneur

 

articles on marketing strategies

 

Marketing Strategies This Marketing Guru Says You Should Focus on a 'Coalition of the Willing' Alex Ragir sits down with Bonin Bough to break down Bough's backstory and marketing tips you can use. Marketing strategy articles on Marketing91 - All articles related to marketing strategy can be found within this tag & it is the most important subset. Effective marketing strategies can open new opportunities for small businesses and can provide a secure place in the. Marketing & Strategy section contains articles on marketing concepts & strategies, branding of products & services, advertisement campaigns, promotional activities of brands and analysis of popular global brands. Business Strategy in a Digital Age 02 March The Digital Age is a historic period in the 21st century characterized by the rapid.