Why Do Customers Misbehave?

also by Marty Abbott, DM, and Kalle Lyytinen, PhD In a recent GBR article we put forward an argument that in using a product or service consumers are afforded the opportunity to use it in ways not originally intended. We argue that customers do this for a variety of reasons, such as increasing the utility … Continued

Does Anybody Care?

Alan Beard, adjunct professor of marketing strategy at Pepperdine, explains how to get your audience to care about the company’s social media messages.

Where to Work if Social Media is Your Thing…

If social media is really your thing then why not work at a company that truly embraces it? Plenty of organizations are integrating social media into their everyday operations and reaching their target audience through it as well. But according to Mashable.com, four companies in particular have truly embraced social media in a way that … Continued