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Why Mining Product Reviews Should Be on Retailers' Radar
Thomas WatsonArticle IVEY-9B15TC03-EMarketingMany early adopters of data mining wasted millions of dollars due to the significant amounts of dirty data contained in IT systems and the length of time required to build data warehouses. But the potential payoff of data mining has soared along with the growth of digital data. Today, thanks to the massive amounts of user-generated content online, firms do not need to build a data warehouse to benefit from data mining. Mining social media sites f...Starting at €8.20
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Protect Your Brand: Join the Retail Fight Club
Haydn SimpsonArticle IVEY-9B15TD03-EMarketingProduct counterfeiters hurt more than just corporate bottom lines. They put millions of jobs at risk, not to mention threaten the health and well-being of consumers. And the problem is getting worse. By the end of 2015, the International Chamber of Commerce estimates that the value of counterfeit products will reach US$1.7 trillion, about two per cent of global economic output. In the past, retailers mainly had to deal with the problem of brand t...Starting at €8.20
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The Business of Culture
Juan Luis SuárezArticle IVEY-9B15TD05-EMarketingCulture has long been considered marginal to the functional areas of business, but in the digital age culture is the new corporate interface. This article addresses common misconceptions about culture and suggests that we view it as information, while assuming that information makes and destroys communities. Firms must devise cultural strategies that allow them to deal with the communities that make up their ecosystem and take advantage of the di...Starting at €8.20
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Rebranding in the Don’t-Blink Age
Sarah ClarkArticle IVEY-9B15TE02-EMarketingFor many firms it is time for an image checkup, especially if their budget, direction and markets have changed along with consumer attention trends. Everyone knows how important it is to make a good impression. But understanding how little time there is to do so is equally crucial, especially if firms want to ensure that their marketing materials are sufficient. Research suggests that firms have just a matter of seconds to attract the average per...Starting at €8.20
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Rose by Any Other Name (HBR Case Study and Commentary) (Spanish version)
Stone, Daniel B.; Weise, Frank E.; Pant, Micky; Hoch, Stephen J.; Corstjens, Judith; Corstjens, MarcelArticle HBS-R0303AMarketingTom Rose was about to listen to his marketing head, Cassie Martin, make a major presentation on the biggest strategic initiative in Rose Partyware's history: the launch of a branded line of party ware. Rose had manufactured paper goods for parties and other social events for many years. But Tom had recently spotted an opportunity to break out of the pack: a new printing technology that would improve quality and reduce costs. When Rose test-market...Starting at €8.20
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Luxury for the Masses (Spanish version)
Silverstein, Michael J.; Fiske, NeilArticle HBS-R0304CMarketingThere is a new class of American consumer and a new category of products and services has sprung into being to cater to it: new luxury. America's middle-market consumers are trading up to higher levels of quality and taste than ever before. Members of the middle market (those earning $50,000 and above annually) collectively have around $3.5 trillion of disposable income. And they will pay premiums of 20% to 200% for well-designed, well-engineered...Starting at €8.20
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Blogger in Their Midst (HBR Case Study and Commentary) (Spanish version)
Suitt, Halley; Weinberger, David; Samuelson, Pamela; Motameni, Erin; Ozzie, RayArticle HBS-R0309AMarketingIt was five minutes before show time, and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the company's latest line of surgical gloves. More important, sales prospect Samuel Taylor, medical director of the Houston Clinic, had failed to show. Will walked out of the ballroom to steady his nerves and noticed a spillover crowd down the hall. He made a "What's up?" gesture to Judy Chen, Lancaster...Starting at €8.20
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Mind Your Pricing Cues (Spanish version)
Anderson, Eric; Simester, DuncanArticle HBS-R0309GMarketingFor most of the items they buy, consumers don't have an accurate sense of what the price should be. Research shows that consumers' knowledge of the market is so far from perfect that it hardly deserves to be called "knowledge" at all. Yet, people happily buy products every day. Is this because they don't care what kind of deal they're getting? No. Remarkably, it's because they rely on retailers to tell them whether they're getting a good price. I...Starting at €8.20
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Defeating Feature Fatigue (Spanish version)
Rust, Roland T.; Thompson, Debora Viana; Hamilton, Rebecca W.Article HBS-R0602EMarketingmaximizing the net present value of the typical customer's profit stream. The authors also advise companies to build simpler products, help consumers learn which products suit their needs, develop products that do one thing very well, and design market research in which consumers use actual products or prototypes.Starting at €8.20
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Rediscovering Market Segmentation (Spanish version)
Yankelovich, Daniel; Meer, DavidArticle HBS-R0602GMarketingIn 1964, Daniel Yankelovich introduced in the pages of Harvard Business Review the concept of nondemographic segmentation, by which he meant the classification of consumers according to criteria other than age, residence, income, and such. The predictive power of marketing studies based on demographics was no longer strong enough to serve as a basis for marketing strategy, he argued. Buying patterns had become far better guides to consumers' futu...Starting at €8.20