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La forma correcta de gestionar clientes no rentables
Mittal, Vikas; Sarkees, Matthew; Murshed, FeisalArticle HBS-R0804FMarketingEste artículo incluye una vista previa de una página que resume rápidamente las ideas clave y proporciona una visión general de cómo los conceptos funcionan en la práctica, junto con sugerencias para la lectura adicional. Problema clientes pueden costar su gran cantidad de negocios de dinero, pero rápidamente la expulsión de ellos pueden no ser la mejor manera de aliviar la carga. Mittal, de la Universidad de Rice, Sarkees, de la Universidad Esta...Starting at €8.20
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How Pinterest Puts People in Stores
Sevitt, David; Samuel, AlexandraArticle HBS-F1307Z-EMarketing"Showrooming"--a phenomenon whereby shoppers visit stores to examine merchandise in person before buying the items online--is viewed as a huge threat to brick-and-mortar retailing. But instead of feeling threatened by showrooming, retailers should study their customers' paths to purchase and use the insights gained to hone their online marketing efforts. This Vision Statement illustrates the typical paths by which Pinterest users use the web to m...Starting at €8.20
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The Right Way to Manage Unprofitable Customers
Mittal, Vikas; Sarkees, Matthew; Murshed, FeisalArticle HBS-R0804F-EMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Problem customers can cost your business lots of money, but quickly ejecting them may not be the best way to relieve the burden. Mittal, of Rice University, Sarkees, of Penn State, and Murshed, of Towson University, explore the ins and outs of customer divestment. ...Starting at €8.20