Marketing Strategy

Smartphone apps that provide consumers with helpful information can improve users’ trust in a brand.

There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.

Organizations can encourage customers to be fair so that freeloaders won’t ruin pay-as-you-wish pricing.

To thrive in today’s retail environment means reexamining how both information and products are delivered.

New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations.

Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.

For most companies, pricing has long been a sensitive, private affair. But what happens when you outsource some pricing choices to customers?

B. Bonin Bough oversees social media for Oreo, Ritz and Cadbury — big brands in the social world.

Wells Fargo Bank used ethnography to better understand how customers use its products.

A survey by MIT SMR and Deloitte shows companies starting to derive real value from social business.

It’s possible for a company to win a price war by leveraging a specific set of strategic capabilities.

Encouraging customers to provide feedback directly to a company engages them in valuable ways.

As daily life goes digital, Hearsay Social develops a social media platform to generate sales leads.

Corporate logos can have a significant positive effect on customer commitment to a brand.

Companies are gaining insights from ethnography, the in-person study of how consumers use a product.

Emphasizing customer participation is an important vehicle for generating valuable repeat business.

A new framework helps identify the best strategy for a particular product or service.

Research suggests that a good corporate logo can have a positive effect on customer commitment.

At LinkedIn, the sales staff has become well-versed in the use of social media tools to open doors.

Public perceptions of corporate irresponsibility are shaped in subjective, yet predictable, ways.