Media activities generated by consumers or communities that are neither paid for nor
induced by brand owners are claimed to have a potentially game-changing impact on …

The authors propose a pragmatic methodology to provide management with directional
guidance in their marketing-resource allocation decisions. The authors report on the estimated …

Despite the availability of fact-based approaches to measure the impact of marketing, many
practitioners still rely on ‘gut feeling’ to make their budgeting decisions. In large part this is …

Marketing mix modeling, or MMM, is a more analytically sophisticated and more powerful tool.
It helps retailers create a comprehensive fact base for advanced marketing allocation and …

This level of value creation could have transformative impact across sectors and economies.
But capturing this value will be a challenge for enterprises, primarily because they will have …

… There’s also a downside, however, write authors Marcel Corstjens (INSEAD) and Andris
Umblijs (McKinsey ): a negative post has five times the effect of a positive comment. In specific …

Brand success can be managed What distinguishes a brand-name product from no-name
competitors? How can companies assess and enhance the value of their brands? What steps …

Advances in digital technology are reshaping the world of marketing and sales. The
potential for real-time connectivity with customers, especially through social networks, has …

EDITORIAL content is a potential gold mine for media companies, in part because users can
greatly amplify and extend the content of, say, a news story. But even more, it allows users …

Customer insight is at the heart of the big data era. This revolution makes it possible to directly
obtain high potential data and in large quantities about customers. Thus we take note that, …