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Why Customer Referrals Can Drive Stunning Profits (Spanish version)
Schmitt, Philipp; Skiera, Bernd; Van den Bulte, ChristopheArticle HBS-F1106CMarketingA study of 10,000 accounts in a large German bank showed that customers obtained through referrals are both more loyal and more valuable than other customers, making referral programs well worth the cost. The effect is strongest among young people.Starting at €8.20
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Why Customer Referrals Can Drive Stunning Profits
Schmitt, Philipp; Skiera, Bernd; Van den Bulte, ChristopheArticle HBS-F1106C-EMarketingA study of 10,000 accounts in a large German bank showed that customers obtained through referrals are both more loyal and more valuable than other customers, making referral programs well worth the cost. The effect is strongest among young people.Starting at €8.20
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El arte de diseñar mercados
Roth, Alvin E.Article HBS-R0710GMarketingTradicionalmente, los mercados se han visto simplemente como la confluencia de la oferta y la demanda. Pero para que funcione correctamente, deben ser capaces de atraer un número suficiente de compradores y vendedores, inducir a los participantes a hacer claras sus preferencias, y superar la congestión, proporcionando tanto el tiempo suficiente para tomar decisiones rápidas y un medio de registrarlos. Las soluciones a estos retos son la provincia...Starting at €8.20
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Aprovecha el big data para visualizar tu mercado
Skiera, Bernd; Ringel, Daniel M.Article ART-2982Information Technologies, MarketingDebido a la creciente proliferación de artículos y marcas, a las empresas les cuesta hacer un seguimiento de cómo compiten sus productos en el mercado. El big data de las búsquedas online les permite conocer mejor su cuota de mercado y a sus competidores clave. Pero obtener y analizar cantidades ingentes de datos plantea múltiples dificultades. En este artículo, los autores explican cómo se valieron de los datos del flujo de clics para vis...Starting at €8.20
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Using Big Search Data to Map Your Market
Skiera, Bernd; Ringel, Daniel M.Article ART-2982-EInformation Technologies, MarketingMarkets today are flooded with an increasing number of products and brands, making it difficult for companies to track how their products compete in the market. Big search data allow companies to obtain valuable insights on market share as well as on key competitors. But collecting and analyzing vast amounts of data pose huge challenges. In this article, the authors describe how they used clickstream data to visualize competition in product categ...Starting at €8.20
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Art of Designing Markets
Roth, Alvin E.Article HBS-R0710G-EMarketingTraditionally, markets have been viewed as simply the confluence of supply and demand. But to function properly, they must be able to attract a sufficient number of buyers and sellers, induce participants to make their preferences clear, and overcome congestion by providing both enough time to make choices and a speedy means of registering them. Solutions to these challenges are the province of market design--a blend of game theory and experiment...Starting at €8.20