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- How Valuable Is Word of Mouth?
- The Idea in Brief Your most valuable customers are those who buy the most, right? Not necessarily. According to Kumar, Petersen, and Leone, your most valuable customers are those whose word of mouth brings in the most...
- Articles 2007-11-07
Additional Resources
- Mashable's Guide to Social Media & Web Marketing Jobs
- If you're seeking a job in social media, we'd like to help out. For starters, Mashable's Job Lists section gathers together all our resource lists, how-tos and expert guides to help you get hired. In particular, you might want to see our articles on...
- News items 2009-11-25
- Mashable's Guide to Jobs in Social Media Marketing
- If you're seeking a job in social media, we'd like to help out. For starters, Mashable's Job Lists section gathers together all our resource lists, how-tos and expert guides to help you get hired. In particular, you might want to see our articles on...
- News items 2009-12-02
- Mashable's Guide to Jobs in Interactive Marketing & Web Development
- If you're seeking a job in social media, we'd like to help out. For starters, Mashable's Job Lists section gathers together all our resource lists, how-tos and expert guides to help you get hired. In particular, you might want to see our articles on...
- News items 2009-12-09
- BMJ: PDUFA, Speedy Marketing Spread Risks of New Drugs
- The faster a drug is approved the more likely it is to be withdrawn or have safety warnings added later, according to the author of a study in the British Medical Journal. In addition, the rapid rollout of mass marketing plans increases the risk that large numbers of patients will...
- Blog posts 2008-12-08
- Media Influences On Marketing Communications
- Marketing communication is the process of informing, reminding, and persuading the consumers about a particular product or service. The term ‘media' in the realm of marketing communication is defined as any transmission vehicle or device through which marketing communication may occur. The paper examines research and theory related to the...
- White papers 2003-01-01
- Retail Performance in U.S. Apparel Supply Chains: Operational Efficiency, Marketing Effectiveness and Innovation
- The profitability of retailers is growing increasingly important as apparel supply chains become integrated. The current research focuses on retailer profitability in the U.S. apparel-retailing sector by examining the effects of different strategy approaches on firm level performance. Specifically, operational efficiency, marketing effectiveness, and innovation are examined for their influence...
- White papers 2002-09-25
- EDISON SHINES ON MARTHA.(American Marketing Association's Edison Achievement Award to Martha Stewart)(Brief Article)
- NEW YORK-Martha Stewart, chairman of Martha Stewart Living Omnimedia, won an Edison Achievment Award at the American Marketing Association's recent annual event here for her influence as a lifestyle authority. NEW YORK-Martha Stewart, chairman of Martha Stewart Living Omnimedia, won an Edison Achievment Award...
- Research articles 1998-03-30
- 23: Kurt Graves; Chief marketing officer, Novartis.(Special Report: Power Players)(Brief article)
- POWER PLAY: As the man in charge of Novartis' marketing, Kurt Graves has been a steadying influence as the pharma rides out the changes going on in direct-to-consumer advertising. He helped turn hypertension drug Diovan into a $4 billion blockbuster, POWER PLAY: As the man in...
- Research articles 2006-10-09
- Microsoft's ad umbrella; Tech giant connects with McCann to unify its many marketing pushes.
- Not so long ago, marketing at Microsoft Corp. was a kind of blood sport in which highly autonomous business units and product groups set their own priorities and budgets, each competing for influence over strategy and decision-making. Not so long ago, marketing at Microsoft...
- Research articles 2001-06-25
- Media Advisory-American Marketing Association-Under the Influence: The Pester Power of Tweens and Youth.
- TORONTO, ONTARIO, Jun 17, 2004 CCNMatthews via COMTEX A panel of industry experts and stakeholders will examine the challenges facing marketers who target youth (8-18 year olds) at the next American Marketing Association Toronto forum on Wednesday, June 23, 2004 at 11:30 a.m. at...
- Research articles 2004-06-18
- How Marketing Master Ted Levitt Changed Lives at Harvard Business School
- Every institution has its legends, and Harvard Business School is no exception. In its 100-year history, dozens of exceptional faculty have used their personal force of gravity to shape the School and influence the students who were lucky enough to come into their sphere. Most who know...
- Blog posts 2008-12-23
- Understanding the Basics of Web Marketing
- Internet marketing is about giving—rather than getting—attention; and anyone working online should think about harnessing this potent tool, given what it can do for a business. A complement to traditional marketing, Internet marketing supports and enhances a company's overall message by providing comprehensive information about a particular product or service,...
- Articles 2007-10-29
- Understanding Marketing Ethics
- Standards for marketing ethics guide companies in their efforts to do "the right thing." These standards help identify acceptable practices, foster internal control, and deal honestly and fairly with customers. They also ensure businesses comply with the law. Sometimes companies develop and publish their own ethical standards; other times they...
- Articles 2007-11-30
- Brand Strategy = Marketing Boondoggle
- Brand Strategy = Marketing BoondoggleRE: Brand Strategy = Marketing BoondoggleQUOTE: It goes way beyond marketing, PR, ad campaigns, and websites.First of all, Steve, love your writing. Great stuff. Really insightful.I understand and tried to reflect in the post that you were referring to larger issues than traditional marketing...
- Discussion threads 2008-10-14
- Why Should Marketing and Manufacturing Work Together?: Some Exploratory Empirical Results
- This paper presents an exploratory investigation of the Manufacturing/Marketing interface. From the literature and prior empirical work in M/M strategies, the authors' propose a path model for assessing the mediating impact of the M/M interface harmony on M/M morale and business performance. Using two convenience samples of executives, the authors'...
- White papers 2001-08-01
- Hard-Edged Marketing
- The importance of marketing to individual businesses and the economy as a whole is widely acknowledged. But, acceptance of the importance of marketing has not been accompanied by enhancements to the influence, status and reputation of marketing and marketers. Poorly represented among key corporate decision-makers, marketing remains handicapped by its...
- White papers 2003-09-01
- How To Really Influence People
- Who matters more: the influencer or the people they influence? The answer seems obvious. But the Relationship Economics blog posted an item, Market to the Influenced! that argued the influencers are not so important as they might seem. Getting enough people sufficiently influenced to spread the word is often more ...
- Blog posts 2008-01-24
- Media of Influence in Holiday Shopping
- For marketers trying to increase marketing ROI this holiday season, aligning their ad expenditures with what consumers say most influence them to shop a particular store is a great place to start. BIGresearch asked 7,828 consumers as part of their monthly Consumer Intentions and Actions CIA survey in December to...
- Research articles 2006-12-20
- Which Friends Most Influence Online Purchasing?
- Do the purchases made by your online friends influence what you buy? This is a critical question for marketers to solve. If they know that Sally's shoe buying preferences are noticed and copied by eight of her friends on social networking sites, then a program targeting Sally...
- Blog posts 2009-07-28
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