Marketing Strategy
Rethinking Consumer Boycotts
INTELLIGENCE: New developments, research and ideas in management
Marketing Strategy
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Marketing Strategy
So You Think You Know Your Brand?
A company must have a three-dimensional view of its brand.
Marketing Strategy
Merging the Brands and Branding the Merger
When one company acquires another, executives have 10 distinct options for the corporate rebranding.
Marketing Strategy
Attractive By Association
When targeted promotions appeal to non-targeted customers.
Marketing Strategy
Predicting Customer Choices
Recent research has greatly improved management’s ability to anticipate customer wants.
Marketing Strategy
Diversifying Your Customer Portfolio
RESEARCH BRIEF: A dynamic array of different customer types makes for a stronger business model.
Marketing Strategy
How Companies Turn Buzz Into Sales
The good word from devoted customers may not always be the most effective promotional tool.
Marketing Strategy
Does Promotional Pricing Grow Future Business?
Deep discounting strategies provide decidedly mixed long-term benefits.
Marketing Strategy
Smart Pricing
A review of recent and seminal work linking pricing decisions with operational insights.
