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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
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Optimal Marketing (Spanish version)
Corstjens, Marcel; Merrihue, JeffreyArticle HBS-R0310HMarketingThis 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. Companies selling multiple products in multiple territories face the difficult question of how to allocate marketing resources. But comparing the profit potential of, say, razors in Germany with batteries in the United Kingdom is a difficult analytical task that de...Starting at €8.20
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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