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Books  100 rules for better sales

Chiesa, Cosimo; Chiesa Ghio, Carlotta; Chiesa, Ludovica What are the essentials of sales? How can you sell more and sell better? Cosimo Chiesa's book runs through 100 maxims aimed at helping readers become effective salespeople and project enthusiasm in the digital era. Read article

Studies and Reports  The mistake of allocating more resources to your best customers

Valentí, Albert; Srinivasan, Shuba; Yildirim, Gokhan; Pauwels, Koen Chances are, you allocate your direct mail marketing budget to your top customers and use email for everyone else. If so, you're doing it all wrong, according to a new study led by Albert Valenti. Read article

Cases  What kind of relationship should I have with Amazon?

Jané, Joan Getting onto Amazon's e-commerce platform usually sends sales skyrocketing. But, let the seller beware: there are strings attached. Read article

Latest IESE documents

Experiential Product Framing and Its Influence on the Creation of Consumer Reviews Gallo, Iñigo; Townsend, Claudia; Alegre, Inés
If it is not Fresh, We're Out Of Business (Si no es fresco, cerramos el negocio) Oliver, Xavier
A toda pastilla Oliver, Xavier