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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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Branding in the Digital Age: You're Spending Your Money in All the Wrong Places
Edelman, David C.Article HBS-R1012C-EMarketingConsumers today connect with brands in fundamentally new ways, often through media channels that are beyond manufacturers' and retailers' control. That means traditional marketing strategies must be redesigned to accord with how brand relationships have changed. In the famous funnel metaphor, a shopper would start with a number of brands in mind and then systematically narrow them down to a final choice. His relationship with both the manufacture...Starting at €8.20
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You're Spending Your Money in All the Wrong Places (Spanish version)
Edelman, David C.Article HBS-R1012CMarketingconsider a selection of brands; evaluate by seeking input from peers, reviewers, and others; buy; and enjoy, advocate bond. If the consumer's bond with the brand becomes strong enough, she'll enter a buy-enjoy-advocate-buy loop that skips the consider and evaluate stages entirely. Smart marketers will study the decision journey for their products and use the insights they gain to revise strategy, media spend, and organizational roles.Starting at €8.20
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Competing on Customer Journeys (Spanish version)
Edelman, David C.; Singer, MarcArticle HBS-R1511EMarketing(1) Automation, to smoothly carry customers through each step of their online path; (2) Personalization, to create a customized experience for each individual; (3) Contextual interaction, to engage customers and appropriately sequence the steps they take; and (4) Journey innovation, to add improvements that enhance and extend the journey and foster customer loyalty. In addition, the most successful companies have a particular organizational stru...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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Competing on Customer Journeys
Edelman, David C.; Singer, MarcArticle HBS-R1511E-EMarketingAs digital technology has enabled shoppers to easily research and buy products online, sellers have been scrambling after them, trying to understand and satisfy their wants. Savvy companies, however, are using new tools, processes, and organizational structures to proactively lead digital customers from consideration to purchase and beyond. They are creating compelling customer journeys and managing them like any other product--and gaining a so...Starting at €8.20