Default Category
-
Mismanagement of Customer Loyalty (Spanish version)
Reinartz, Werner; Kumar, VArticle HBS-R0207FMarketingIdentify early and don't invest anything.Starting at €8.20
-
How French Innovators Are Putting the "Social" Back In Social Networking
Kramer, LarryArticle HBS-R1010L-EMarketingMedia entrepreneur Kramer looks at three French companies that use low-tech ways to better connect with customers. Luxury-goods maker Boucheron hosts intimate dinners with a small number of key customers; Nespresso's French subsidiary is making big investments in telephone call centers-despite the fact that most orders come through other channels-and training staff members to spend more time talking to customers; and Vente-Privee treats its key s...Starting at €8.20
-
CRM Done Right (Spanish version)
Ledingham, Dianne; Rigby, Darrell K.Article HBS-R0411HMarketingstrong executive and business unit leadership, careful strategic planning, clear performance measures, and a coordinated program that combines organizational and process changes with the application of new technology.Starting at €8.20
-
Building Loyalty in Business Markets (Spanish version)
Narayandas, DasArticle HBS-R0509HMarketingCompanies often apply consumer marketing solutions in business markets without realizing that such strategies only hamper the acquisition and retention of profitable customers. Unlike consumers, business customers inevitably need customized products, quantities, or prices. A company in a business market must, therefore, manage customers individually, showing how its products or services can help solve each buyer's problems. And it must learn to r...Starting at €8.20
-
Cómo los innovadores franceses están redescubriendo lo "social" de las redes sociales
Kramer, LarryArticle HBS-R1010LMarketingempresario de medios Kramer se ocupa de tres empresas francesas que las formas utilización de baja tecnología para una mejor conexión con los clientes. fabricante de artículos de lujo Boucheron ofrece cenas íntimas con un pequeño número de clientes clave; filial francesa de Nespresso está haciendo grandes inversiones en centros de llamadas telefónicas, a pesar del hecho de que la mayoría de los pedidos llegan a través de otros canales-y miembros ...Starting at €8.20
-
Why You Aren't Buying Venezuelan Chocolate
Deshpande, RohitArticle HBS-F1012A-EMarketingVenezuelan-based Chocolates El Rey processes some of the best cacao beans in the world, for use in premium products from Belgium and Switzerland. But so far its own brand of chocolate is relatively hard to find outside its home market, and consumers aren't willing to pay a price comparable with those of Belgian or Swiss products. Overcoming the perception that premium products come exclusively from certain geographies is becoming the marketing an...Starting at €8.20