Marketing

In B2B, pandemic-driven cost initiatives should be guided by an intense focus on customer value.  

Which retail customers will return to in-person shopping as the economy reopens — and why?

Small and midtier brands have unique opportunities to provide value in the new consumer environment.

A new species of disrupter has great products but offers even better experiences.

Tinder’s entrance into the dating app industry was a literal game changer.

From supply chains to user ratings, this guide, a compilation of insights from MIT SMR, offers advice for each step of the customer journey. As customers grow more discerning and have more information at their fingertips, leaders need a guide to help them attract, satisfy, retain, and even win back the powerful consumer.

The most memorable experiences are suffused with emotion — not extra features or value for money.

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.

Lessons from technology marketing industry leaders in the digital era.

With oftentimes overwhelming quantities of data to contend with, machine learning could help the health care industry lessen its reliance on intuitive decision-making.