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marketing

Is User-Generated Content (UGC) a double edged sword for Marketers?

How can Marketers better leverage User generated content

  opinion Rajeshwari Krishnamurthy et al.   13 Nov 2024
marketing

Unlocking the Persuasive Power of Numbers

How numerical presentation shapes consumer behavior and marketing strategy

  frontier Jorge Pena Marin et al.   12 Nov 2024
marketing

Cultivate a Reservoir of Customer Goodwill

Build a positive marketing ecosystem via customer evangelists.

  frontier G. Tomas M. Hult   14 Oct 2024
marketing

The Business Value of Gamification

This article analyzes the connection between gamification and business succes...

  Article   Video     Interview 01 Feb 2024
marketing

Empowering AI Companions for Enhanced Relationship Marketing

This article analyzes current and emerging Artificial Intelligence Companions...

  Article   Video     Interview 01 Feb 2024
marketing

The Era of ‘Open Brands’

Open-source brands are emerging, but little is known on how to harness them.

  frontier Estevan Vilar   25 Sep 2023
marketing

Boosting Persuasion: The Attention Benefits of Multiple Narrating Voices

The "Voice Numerosity Effect”: When hearing different voices narrating a mark...

  frontier Hannah H. Chang et al.   06 Feb 2023
marketing

Certainty Satiation Marketing for Disrupted Supply Chains

Irrational demand behavior has rocked global supply chains, demanding new way...

  frontier Daniel J. Finkenstadt et al.   17 Jan 2022
marketing

Leveraging the Physical Store to Boost Customer Value - Providing the Right Engagement at the Right Time

Despite the growth in e-commerce, many customers still value in-store options.

  frontier Jonathan Zhang et al.   24 Jun 2021
marketing

Building Marketing Capabilities on Real-time Customer Conversations for Revenue and Growth

Focus on consumer choice behavior.

  note Jifeng Mu   24 Jun 2021
marketing

Brand Owners, Be Careful to Manage Your Brand's E-Commerce Presence

Price competition, market fragmentation, and word-of-mouth have dented brand ...

  note Jifeng Mu   25 Apr 2021
marketing

Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co.

Firms need to find the right influencers for the right markets.

  Article 20 Oct 2020
marketing

Populist Online Marketing 101

To the dismay of many, political populism has returned. This is the era where...

  note David Salisbury   24 Jan 2019
marketing

Adaptation as the Key to Survival

Comparing thyssenkrupp’s recent innovation strategies to IBM’s past innovatio...

  note Nikolas Jintri   05 Oct 2018
marketing

Do Tech Startups Give Bitcoin Power to Lift Up… or Destroy Lives?

Cryptocurrencies are particularly appealing to those who are interested in bu...

  note Kimberly Rotter   01 Oct 2018
marketing

Branding Ourselves: The Millennials on the Market

The way in which millennials perpetuate their social identities is highly inf...

  note Danielle Miguel   20 Apr 2016
marketing

The Campus Rep: How Companies Market on Campus

Campus representatives are common sights at any college, boosting awareness o...

  note Jessie Qian   17 Mar 2016
marketing

In the Spirit of Holiday Marketing: The Wants and Needs of American Consumers

Businesses should examine the ways in which they can strategically cater to t...

  note Danielle Miguel   22 Dec 2015
marketing

Maersk: The Value of Social Media

Even B2B brands can benefit from the boost in consumer awareness conferred by...

  note Lillian Dong   05 Oct 2015
 
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 Fall 2024 | Volume 67 Issue 1

Volume 67, Issue 1
Fall 2024

California Management Review

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