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![Startup marketing plans are designed and formulated to take R&D innovation into account](/imager/clientcontent/7592/HiRes_1_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/7592/HiRes_1_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/7592/HiRes_1_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
June 8, 2016
Three Tips for Designing a Startup’s Marketing Plan
Even in R&D-focused industries, you don’t need to rely on a heavyweight to swoop in and buy your innovation.
Katie Arnold
![Shopper moves from outlet store to retail store.](/imager/clientcontent/8066/outlet_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/8066/outlet_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/8066/outlet_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
June 7, 2016
Does Opening an Outlet Store Hurt Existing Sales?
New research challenges the notion that lower quality product lines dilute your brand.
Gonca P. Soysal and Lakshman Krishnamurthi
![A customer weighs the environmental benefit of a green product.](/imager/clientcontent/7948/green_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/7948/green_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/7948/green_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
May 9, 2016
Shh! Don’t Tell the Customers that Their Solar Panels Will Save Them Money
Green marketers should stick to a single message. But which one?
Kelly Goldsmith, George E. Newman and Ravi Dhar
![Engagement marketing means asking how to help your customers.](/imager/clientcontent/7541/Engagement_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/7541/Engagement_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/7541/Engagement_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
April 4, 2016
5 Ways to Authentically Engage Your Customers
To improve your customer engagement strategies, “Ask not how you can sell, but how you can help.”
Mohanbir S. Sawhney
![A woman must use self-control in deciding what to eat.](/imager/clientcontent/8044/middle_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/8044/middle_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/8044/middle_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
April 4, 2016
A 10:30 Cupcake? Don’t Mind If I Do
Both consumers and marketers can benefit from knowing when self-control is lowest.
Rima Touré-Tillery and Ayelet Fishbach
![Measuring the success of a digital advertising campaign.](/imager/clientcontent/7546/FB_measuring_success_03_14_16_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/7546/FB_measuring_success_03_14_16_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/7546/FB_measuring_success_03_14_16_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
March 11, 2016
Is Your Digital-Advertising Campaign Working?
If you are not running a randomized controlled experiment, you probably don’t know.
Brett Gordon, Florian Zettelmeyer, Neha Bhargava and Dan Chapsky
![A customer tweets about a company's products.](/imager/clientcontent/8042/mictroblogging_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/8042/mictroblogging_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/8042/mictroblogging_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
March 7, 2016
How Important Is User-Generated Content?
An episode of censorship in China sheds light on the power of customers talking about brands on social media.
Stephan Seiler, Song Yao and Wenbo Wang
![A woman steps out of a mobile device to engaging with a customer](/imager/clientcontent/8129/technology_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/8129/technology_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/8129/technology_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
February 1, 2016
Marketing Goes Off-Script
Behind the scenes with three organizations that are successfully engaging customers.
Gregory Carpenter, Farhad Manjoo, Matt Simpson and Kathy Button Bell
![people in a city wait for ride share cars](/imager/clientcontent/256120/Full_0321_ride_sharing_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/256120/Full_0321_ride_sharing_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/256120/Full_0321_ride_sharing_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
January 14, 2016
"Nobody Asked for Uber"
Tim Calkins on profitable growth, strong brands, and delighting your customers.
Timothy Calkins
![Find the Best Marketing Technique to Tout your Ranking](/imager/clientcontent/7775/Trophy_credit_Doomu_lowerres_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/7775/Trophy_credit_Doomu_lowerres_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/7775/Trophy_credit_Doomu_lowerres_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
January 5, 2016
Why No One Boasts About Being in the Top 9
Find the right way to tout your ranking.
Mathew S Isaac, Aaron Brough and Kent Grayson
![Spokesthing smiles at man](/imager/clientcontent/7812/anthropomorphize_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/7812/anthropomorphize_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/7812/anthropomorphize_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
January 4, 2016
How Much Do You Trust a Talking Raisin?
For some audiences, a “spokesthing” is more persuasive than a spokesperson.
Rima Touré-Tillery and Ann L. McGill
![](/imager/clientcontent/8040/mcshane_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/8040/mcshane_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/8040/mcshane_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
December 7, 2015
Blinded by Statistical Significance
Putting too much stock in an arbitrary threshold may lead to bad decisions.
Blakeley B. McShane and David Gal
![Our mobile consumer behavior determines how we shop on phones.](/imager/clientcontent/8006/krishnamurti_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/8006/krishnamurti_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/8006/krishnamurti_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
December 7, 2015
How We Shop Differently on Our Phones
What’s in your cart? Depends on the device you are using.
Rebecca Jen-Hui Wang, Edward Malthouse and Lakshman Krishnamurthi
![People enjoying social responsible wine.](/imager/clientcontent/7950/halo_final2_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/7950/halo_final2_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/7950/halo_final2_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
December 7, 2015
You Can Taste the Benevolence
If your customers know you donate to charity, will they like your products more?
Alexander Chernev and Sean Blair
November 2, 2015
To Grow Your Company, Create Products from Services
For service-based businesses, scaling requires a strategy shift.
Mohanbir S. Sawhney
![A retailer picks the MAP pricing policy for his products.](/imager/clientcontent/7655/MAP_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/7655/MAP_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/7655/MAP_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
November 2, 2015
When Retail Prices Cross the Line
Manufacturers should be strategic in enforcing minimum advertised price policies.
Ayelet Israeli, Eric T. Anderson and Anne T. Coughlan
![Retail prices do not proportionately reflect wholesale price changes.](/imager/clientcontent/8211/wholesale_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/8211/wholesale_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/8211/wholesale_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
October 5, 2015
What Do Customers Pay When Wholesale Prices Change?
Increases and decreases are not passed through the same way.
Blakeley B. McShane, Chaoqun Chen, Eric T. Anderson and Duncan I. Simester
![Like yin yang, the Chinese consumer's psyche is all about finding a balance](/imager/clientcontent/7882/chinese-psych_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/7882/chinese-psych_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/7882/chinese-psych_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
September 8, 2015
What Chinese Consumers Want
Western Companies doing business in China need to ask the right questions.
Angela Y. Lee
![Company naming strategies provide clarity for consumers.](/imager/clientcontent/7953/hedge_funds_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/7953/hedge_funds_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/7953/hedge_funds_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
September 8, 2015
Companies, Choose Your Name Wisely
The right name can signal that you are a safe bet.
Edward (Ned) Smith and Heewon Chae
![Purpose is at the heart of Marketing 3.0](/imager/clientcontent/8032/marketing_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/8032/marketing_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/8032/marketing_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
August 3, 2015
Philip Kotler on Marketing’s Higher Purpose
How social marketing can be a force for good.
Philip Kotler
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