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DOCUMENT TYPES
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Marketing
Experiential marketing: a way to get people talking
Gallo, Iñigo; Townsend, Claudia; Alegre, Inés
Take a motorcycle: Is it a product, or is it an experience? If it's the latter, something lived on the open road, word of mouth is more likely to spread the message. This marketing trick now has research to back it, with a caveat.
How to get peak performance out of an innovation tournament
Camacho, Nuno; Nam, Hyoryung; Kannan, P. K.; Stremersch, Stefan
Innovation tournaments have become a popular way to crowdsource new ideas from outside a firm. A study by IESE's Stefan Stremersch and colleagues reveals a surprising metric for tournament success, and why moderators may need to be cruel to be kind.
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.
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Latest IESE documents
Reminiscing on Self-Brand Connections: Differentiating Experiential versus Symbolic Origins
Edson Escalas, Jennifer; Gallo, Iñigo; Gaustad, Tarje
Trauma postvacacional
Oliver, Xavier
Caesar's Entertainment: apostando por la inteligencia artificial
Villanueva, Julián; González, Jorge; Balmaseda, Carmen
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