Default Category
-
What's the Value of a Like
John, Leslie K.; Mochon, Daniel; Emrich, Oliver; Schwartz, JanetArticle HBS-R1702H-EMarketingBrands spend billions of dollars a year on lavish efforts to establish and maintain a social media presence. But do those campaigns actually increase revenue? New research provides an answer to this question, which has vexed marketers ever since social media burst upon the scene. In a series of experiments, the researchers tested four increasingly interactive ways in which Facebook might affect customers' behavior. First, they explored whether li...Starting at €8.20
-
The New Sales Imperative (Spanish version)
Toman, Nicholas; Adamson, Brent; Gomez, CristinaArticle HBS-R1702JMarketingThey work to understand customers' purchase journeys; identify significant customer challenges at each buying stage; arm their sellers with tools to help overcome each challenge; and track customers' purchase progress so that they can intervene to keep the process on track.Starting at €8.20