Marketing

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  To Get People to Pay, Understand How They Think: The Psychology of Pricing Premium

Raghubir, Priya In a world of contactless payment, rewards programs and deep discounts, our perceptions of money are changing. Drawing on concepts from behavioral economics and the author's own research on money matters, this article helps companies gain a clearer focus in today's turbid pricing environment. Read article

  Money Matters: Memory and the Psychology of Spending

Raghubir, Priya; Capizzani, Mario; Srivastava, Joydeep Knowing the value of money is one thing. Spending it according to that value is another. Research by IESE's Mario Capizzani and co-authors confirms that we tend to hold biases about different forms of cash and that our memory also affects how much we spend. Read article

  Rx for Profits: Anticipating Shifts in Sales Strategies

Kappe, Eelco; Venkataraman, Sriram; Stremersch, Stefan Marketing is competitive and dynamic; a change in marketing policy in one company can have a ripple effect across an industry. IESE's Stefan Stremersch and co-authors propose a new method for predicting the consequences of marketing policy changes with enriched data. Read article

  Inbound Marketing: How to Make Your Clients Come to You

Capizzani, Mario; Valdés, Pau Web 2.0 has changed how we look for, compare and acquire products and services. Building on this change in behavior, a new form of marketing works to attract customers organically instead of trying to "push" people into purchases. IESE's Mario Capizzani breaks it down. Read article

  The Future of Advertising Is Storytelling

Oliver, Xavier; Tatge, Larisa How can a company distinguish itself in a crowded field, now that everyone seems to know all about everything? The answer is great storytelling, says IESE's Xavier Oliver. Reveal what your company really stands for, what it offers the world, and you are sure to win some hearts and minds. Read article

  Management Truths in an Age of Fake News

Rosenberg, Mike; Seager, Phil Do newspapers, magazines or books have a future? Will terrestrial television exist as a meaningful player in five years' time? Amid attacks and dramatic changes, leading IESE professors and practitioners share the timeless tools needed to manage media and entertainment businesses. Read article

  Low-Risk Strategies for Internationalization

Villanueva, Julián; de Toro, Juan Manuel; Soldado, Pilar Exporting Spanish brands is key for the country's economic development. And while France is currently the first stop abroad, the United States looks more attractive for the future. That is according to a study on how, when and why Spanish firms enter new markets. Read article

  Rx for Sales: Prescribing Content for Better Marketing

Kappe, Eelco; Stremersch, Stefan Pharmaceutical firms spend millions marketing their products to doctors via personal sales calls. IESE's Stefan Stremersch examines message content, strategy and timing to offer a practical model for improving communication -- and sales -- in a competitive arena. Read article

  Using Big Search Data to Map Your Market Premium

Skiera, Bernd; Ringel, Daniel M. Analyzing big data poses huge challenges. The authors describe how they used clickstream data to visualize competition in product categories containing more than 1,000 products. Manufacturers and retailers can profit from their approach, which yields more meaningful information on customer behavior than traditional market research methods. Read article

  Selling Experiences to Connect With Consumers Premium

Gallo, Iñigo; Townsend, Claudia Selling products through experiences can yield benefits such as greater word of mouth. But to be successful, marketers need to understand the dynamics at play. Read article
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