2010 Student Paper Winner: Using Social Media to Grow Your Business
Businesses can best benefit from social media by having a good overall strategy and knowing how to listen, participate, and measure results.
Marketing
How Coach, H-P, Zara, and Ford Profited from a Comprehensive Application of Market Orientation
An integration of management and marketing approaches to market orientation is necessary to gain its full benefits, as evidenced by the success of Coach, H-P, Zara, and Ford.
Believe It: Complaints Are Gifts
Complaining customers give businesses a key opportunity to uncover problems and venture into new markets, as complaints are one of the least expensive market research tools around.
Making Marketing Accountable
David W. Stewart, editor of the Journal of the Academy of Marketing Science shares his expertise and thoughts on Marketing Accountability.
The Measurement Trap – Editorial
The measurement trap represents a false belief that we can fully understand all aspects of our business strictly through measurement.
Do Not Call!*
New do-not-call regulations make telemarketing more difficult and less profitable for businesses, but permission-based direct marketing is an effective tool.
Artificial Intelligence Techniques Enhance Business Forecasts
Emerging information technologies and artificial intelligence (AI) techniques can improve the accuracy of forecasts and enhance the bottom line.
Waiting Games People Play
Distraction, information, and compensation are common strategies that may mollify waiting customers.
The Death of the Sales Force
The traditional institutional sales representative is becoming a casualty to the move to electronic E2B supply chain management.
Serving Each Other on the Inside
To improve internal customer service, managers need to measure, give feedback, and continuously improve upon how employees serve each other.
Will Marketers Survive the Information Age?
In trust-based relationships, customers may share ways in which we can better serve them.
Boosting Country Club Memberships With Innovative Marketing and Pricing Concepts
A case study involving a private country club charged with increasing memberships to cover the cost of opening a second 18-hole golf course.