Marketing RSS

Research Papers  Advertising Up: When Regular Brands Go for Premium Advertising

Guitart, Iván; González, Jorge; Stremersch, Stefan Can premium-ad techniques be persuasive to sell non-premium products? A study of more than 2,000 car commercials homes in on the practice of "advertising up" to show when it boosts sales -- and when it backfires. Read article

Research Papers  Will Targeted Ads Survive Our New Era of Data Transparency?

Kim, Tami; Barasz, Kate; John, Leslie K. The requirements of Europe's new data protection regulations need not spell doom for targeted advertising. In fact, increasing transparency along with the responsible use of data can boost the efficiency of digital marketing, according to a new study. Read article

Articles and Opinion  Rethinking the Funnel for the Omnichannel Age Premium

D'Andrea, Guillermo Wearables, self-driving cars, AI: these trends are triggering a seismic shift in consumer patterns toward a constantly connected and engaged omnichannel model. From his research on retail sector trends and digitization, the author offers a series of tips so that brands and businesses can adapt to the consumer of the future. Read article

Latest IESE documents

'Marketing intelligence', una evolución necesaria de los sistemas BI que demanda competencias clave Alegre, Inés; Canela, Miguel Ángel
Aprendiendo de las redes comerciales Chiesa, Cosimo; Salazar, Rafael; Servole, Xavier; Balmaseda, Carmen; Villanueva, Julián
De dentro hacia fuera Oliver, Xavier