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Marketing

  • Leading in a Time of Increased Expectations

    Traditionally, big energy companies focused primarily on power generation, not customer-centricity. But that’s changing — and today’s digitally empowered customers have opinions about everything from where their energy should come from to when their bills should arrive. Lynn Good, CEO of Duke Energy Corp., reflects on guiding her company through this transformation.

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  • From Little's Law to Marketing Science: Essays in Honor of John D.C. Little

    John D. C. Little of MIT’s Sloan School of Management is famous for his contributions to operations research and marketing science. He formulated a fundamental theo-rem in queuing theory known as Little’s Law, which is used widely in a variety of fields. His work on such topics as optimal advertising experimenta-tion, advertising budgeting, and aggregate marketing models, and its subsequent applications, has generated entire streams of research. This volume gathers papers from prominent researchers, including many of Little’s colleagues and former colleagues, that reflect this pioneering scholar’s lasting influence.

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  • The New Frontier of Price Optimization

    Identifying the optimal prices for products was once a time-consuming process. That’s changing as businesses start to take advantage of advances in machine learning, increases in computing speed, and greater availability of data.

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  • The Power of Product Recommendation Networks

    Much as relationships in social networks have been analyzed to understand and influence how ideas flow among people, researchers wondered whether it might be possible to use the structure of product recommendation networks online to understand or influence how demand flows among products. The short answer is yes, and the implications for marketers are important.

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  • The Power of Consumer Stories in Digital Marketing

    New research finds that stories about consumers’ positive experiences with a brand significantly increase users’ engagement with brand websites, and stories originating from consumers are especially powerful in shaping brand attitudes in social media. Indeed, companies that aren’t offering experiences that leverage consumer input in brand-related narratives are missing out on important opportunities to connect in a meaningful way with potential buyers.

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  • Which Features Increase Customer Retention?

    Product features designed to attract new customers differ from features that retain customers.

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  • When Employees Don't 'Like' Their Employers on Social Media

    For companies, the social media behavior of employees represents both an opportunity and a risk.

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  • Do You Know What Really Drives Your Business's Performance?

    Performance topology maps offer managers a signpost pointing toward smarter strategies.

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  • Finding the Right Role for Social Media in Innovation

    Social media provides a game-changing opportunity to support innovation and new product development.

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  • How Crowdfunding Influences Innovation

    Crowdfunding backers are important for the feedback, ideas, and word of mouth they provide to entrepreneurs.

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