Marketing

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  Yes, layoffs are bad for your brand

Vardit Landsman; Stefan Stremersch While many companies are considering or already implementing mass layoffs as a result of the current global economic crisis, research finds the negative impact on a brand can be serious. Time to check in with the marketing department. Read article

  Take the iceberg challenge for better segmentation

Jorge González When it comes to market segmentation, key factors for your business may lie beneath the surface. Learn to dive deep and develop a more profound understanding of your customers with the "iceberg challenge" proposed by IESE marketing professor Jorge Gonzalez. Read article

  Direct to consumer: How to reach your clients when stores disappear

José Luis Nueno According to José Luis Nueno, mass-market companies have underestimated the power of e-commerce and the direct-to-consumer (DTC) brands that are digital natives. By 2025, online commerce will have changed the marketplace irreversibly. Read article

  Hurry! Only 3 left in stock! When scarcity signals are most powerful

Eduard Calvo; Ruomeng Cui; Laura Wagner Many retailers disclose product availability to get customers to buy, but does it really boost sales and profits? By studying this effect in online retail, we identify the contexts where scarcity signals are most powerful. Read article

  Generational opportunities

IESE Insight ; José Luis Nueno Businesses need to understand what makes the different age groups tick. Getting into the heads of these key generations, says IESE's José Luis Nueno, can help you deliver the best possible customer experience. Read article

  5 strategies to build an alliance for social good

Diego Arias Padilla; Joan Fontrodona It's clearer than ever that business and social initiatives need to work together to build a better world. An alliance to vaccinate millions of at-risk children is an inspiring example as the race to develop a coronavirus vaccine accelerates. Read article

  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.

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  How to design a Merry Christmas campaign

Santiago Sánchez-Lozano; Núria Antoja; Lluís Bernabé 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

  7 steps to innovate amid high digital density

Jesús Pérez Balaguer; Robert Wayne Gregory; Javier Zamora

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.

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  Gear up for innovation and branding opportunities

Yvonne van Everdingen; Vijay Ganesh Hariharan; Stefan Stremersch When sporting gear companies participate in major competitions, like Formula One, what they stand to gain depends on what they're already spending. Read article
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