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Marketing

  • Machine Learning in the Automotive Industry: Aligning Investments and Incentives

    The automotive sector believes that machine learning can help them achieve their marketing goals, but that doesn’t necessarily mean it invests in that ambition.

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  • Master the Challenges of Multichannel Pricing

    Retailers have new challenges in getting customers to accept different prices on different channels.

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  • Improving Strategic Execution With Machine Learning

    MIT SMR’s 2018 Strategic Measurement study reveals how organizations using ML to enhance KPI-driven decision-making are pulling ahead of their competitors.

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  • How to Launch Products in Uncertain Markets

    Before your next large-scale product launch, try leveraging uncertainty for competitive advantage.

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  • Competing in Challenging Markets

    Leadership Collection What does it mean to compete in today’s world? This collection of articles from MIT Sloan Management Review examines new ways of thinking about business models, the importance of using analytics and data to support strategic vision, and the best ways to compete against larger companies and disruptive technology.

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  • Leading With Next-Generation Key Performance Indicators

    MIT Sloan Management Review’s first annual cross-industry survey of senior executives in collaboration with Google offers insight into organizations’ use of key performance indicators in the digital era.

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  • Selling Solutions Isn’t Enough

    Companies marketing B2B services often like to tout their business “solutions”, but most of these address problems they think potential customers have — not the ones they actually have. To offer companies value, B2B products and services need to be outcome-oriented and meet the customer’s needs.

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  • Customers Relationships Evolve - So Must Your CRM Strategy

    Customer relationships can evolve through four stages — they can be transactional, transitional, communal, or damaged. Understanding each of these stages, using them to classify customer relationships, and tailoring CRM efforts accordingly can enable your company to better deploy its limited CRM dollars. Not all outreach efforts work equally well in all stages of a relationship. And without this kind of tailoring, you’re likely wasting some of your CRM budget.

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  • Avoid These Five Digital Retailing Mistakes

    Today’s retailers need to adopt a data-driven view — with the goal of understanding how website features and advances in AI will affect consumer behavior.

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  • 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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