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La guerra por la reputación
Gaines-Ross, LeslieArticle HBS-R1012DMarketingActualmente, las empresas cada vez se encuentran bajo el ataque de los clientes insatisfechos, empleados descontentos, y casi cualquier persona que tenga un ordenador personal y un interés personal. Como muchos están aprendiendo de la manera difícil, francotiradores pequeña escala en el mando de los nuevos medios y armas de redes sociales pueden infligir daños a gran escala para la reputación y de una compañía de rápido. Blogs, tweets, mensajes d...Starting at €8.20
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Reputation Warfare
Gaines-Ross, LeslieArticle HBS-R1012D-EMarketingCompanies today increasingly find themselves under attack from dissatisfied customers, disgruntled employees, and just about anyone who has a personal computer and an ax to grind. As many are learning the hard way, small-scale snipers in command of new-media and social-network weapons can inflict large-scale damage to a company's reputation-and fast. Blogs, tweets, text messages, online petitions, Facebook protest sites, and digital videos all re...Starting at €8.20
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Building an Insights Engine
van den Driest, Frank; Sthanunathan, Stan; Weed, KeithArticle HBS-R1609E-EMarketingThe most successful companies don't just have good products and strong distribution systems--they have a deep understanding of customers. That naturally requires lots of marketing data, but the authors say it also takes an "insights engine"--a set of structures, people, and processes that can translate data into actionable strategy. How do high-performing organizations achieve this kind of customer centricity? Extensive research by the lead autho...Starting at €8.20