Marketing RSS

How We Mispredict Preferences

Barasz, Kate; Kim, Tami; John, Leslie K.

 

You know you love action films and romcoms. But would you expect someone else to? Studies show that people mistakenly expect others to dislike dissimilar things -- which means missing out on the chance to offer customers a greater variety of choices. In this podcast, professor Kate Barasz describes her research on (mis)predicting others' preferences.

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A CEO's Manual for Strategic Marketing Today

Villanueva, Julián; de Toro, Juan Manuel

 

Marketing is undergoing a metamorphosis. The internet has given unprecedented power to consumers and created new channels and tools that open up competition. Julián Villanueva and Juan Manuel de Toro have put together a textbook for executives with the keys to marketing as we now know it.

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2016's Most-Viewed Insights from IESE's Business Knowledge Portal

 

Which articles were the most popular with our readership in 2016? To celebrate the year's close, we count down 10 ideas with impact, gleaned from IESE faculty's recent research. These 10 insights have the potential to change the way you approach business management today and in the future.

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