Marketing RSS

Studies and Reports  Super Bowl Sunday: Kickoff time for advertising

IESE Insight

With 1 in 4 viewers saying they tune in to the Super Bowl just for the commercials, the American football championship has become a major opportunity for advertisers. How are brands using the event? Plus: IESE's Iñigo Gallo recommends how to stay ahead of the trends.

Read article

Knowledge Exchange  How to design a Merry Christmas campaign

Sánchez-Lozano, Santiago; Antoja, Núria; Bernabé, Lluís What are the key features of a Christmas marketing campaign that will make the season bright? Three experts weigh in on what works for a holly jolly Christmas campaign. Read article

Technical Notes  7 steps to innovate amid high digital density

Pérez Balaguer, Jesús; Gregory, Robert Wayne; Zamora, Javier

How can companies create new value propositions in high-digital-density environments? Jesús Pérez Balaguer, Robert W. Gregory and Javier Zamora propose a seven-step methodology based on the "jobs to be done" theory.

Read article

Latest IESE documents

Rappi: The Growth Dilemma Valentí, Albert; Zunino, Diego; Panlilio, Lorenzo