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The Rise of the Chief Marketing Technologist
Brinker, Scott; McLellan, LauraArticle HBS-R1407F-EMarketingMarketing is rapidly becoming one of the most technology-dependent functions in business. In response, a new type of executive is emerging--the chief marketing technologist. CMTs are part strategist, part creative director, part technology leader, and part teacher. They go by various titles, but they share a common job, intersecting with four key stakeholders in the organization: (1) The CMO and other senior marketing executives. Here, the CMT su...Starting at €8.20
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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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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