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Adolescentes hoy, jóvenes adultos en 2020
Nueno Iniesta, José LuisArticle ART-1894MarketingAunque no tienen un gran poder adquisitivo, los adolescentes juegan un papel crucial en muchas decisiones de compra. Además, de su comportamiento y actitudes en relación al consumo dependerá el futuro (y la sostenibilidad) de muchas empresas. Por ello, invertir en el conocimiento de este target es una decisión rentable a largo plazo. Si tenemos en cuenta el reequilibrio de la renta que se está produciendo en las economías emergentes, y que...Starting at €8.20
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Rediscovering Market Segmentation (Spanish version)
Yankelovich, Daniel; Meer, DavidArticle HBS-R0602GMarketingIn 1964, Daniel Yankelovich introduced in the pages of Harvard Business Review the concept of nondemographic segmentation, by which he meant the classification of consumers according to criteria other than age, residence, income, and such. The predictive power of marketing studies based on demographics was no longer strong enough to serve as a basis for marketing strategy, he argued. Buying patterns had become far better guides to consumers' futu...Starting at €8.20
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A Step-by-Step Guide to Smart Business Experiments (Spanish version)
Anderson, Eric T.; Simester, DuncanArticle HBS-R1103HMarketingTake one action with one group of customers, a different action (or no action at all) with a control group of customers, and then compare the results. The feedback from even a handful of experiments can yield immediate and dramatic improvements. In this article, the authors provide a step-by-step guide to conducting business experiments. They look at organizational obstacles to success and outline seven rules to follow.Starting at €8.20
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How to Make the Most of Omnichannel Retailing
Harvard Business ReviewArticle HBS-F1607A-EMarketingOne of the biggest challenges for brick-and-mortar retailers is competing with online-only sellers such as Amazon. The conventional "omnichannel" strategy is to encourage consumers to shop across channels. But few retailers have closely examined the profitability of such efforts, and they typically pay little attention to how far a customer lives from the store. New research led by Temple University's Xueming Luo shows that distance is a crucial ...Starting at €8.20
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To Metaverse or Not to Metaverse isn’t the Question
Anne OlderogArticle IVEY-W28513-EMarketingDespite the hype, metaverse marketing isn’t a fad that brand strategists can ignore. Here are 6 mistakes to avoid when entering the emerging virtual world marketplace.Starting at €8.20
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Teens Today, Young Adults in 2020
Nueno Iniesta, José LuisArticle ART-1894-EMarketingThe future and sustainability of many companies will depend to a great extent on teenagers¿ behavior and attitudes toward consumption. As such, getting to know this key group now will pay off in the long term when they become young adults. Based on the latest findings of an international study of teenagers across eight countries, the author anticipates some of the main consumption patterns that will affect the business world in 2020. In particula...Starting at €8.20
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The Science of Sensory Marketing
Harvard Business ReviewArticle HBS-F1503A-EMarketingThe past year has brought a rush of interest among academics in how sensory inputs influence consumers on deep, non-conscious levels--and companies are starting to put these findings to use. One example is Dunkin' Donuts: In a highly successful campaign in Korea, an atomizer released a coffee aroma in public buses whenever the company jingle was played, increasing visits and sales in nearby stores. Another is BMW, which mikes engine sounds throug...Starting at €8.20
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Competing Against Bling (HBR Case Study)
Nason, Stephen; Salvacruz, Joseph; Stevenson, J.P.Article HBS-R1703X-EMarketingWei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign...Starting at €8.20
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Competing Against Bling (Commentary for HBR Case Study)
Nason, Stephen; Salvacruz, Joseph; Stevenson, J.P.Article HBS-R1703Z-EMarketingWei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign...Starting at €8.20
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What Western Marketers Can Learn from China
Whitler, Kimberly AArticle HBS-R1903D-EMarketingFor decades, Western executives of multinational brands seeking to expand globally have operated under a simple premise: Marketing content and channel selection should be customized to local markets, but Western marketing principles are universal. Firms are particularly quick to export media and ad strategies to developing markets, where advertising and media are more recent developments. Meanwhile, Chinese marketers have developed a unique appro...Starting at €8.20