What Marketers Are Talking About - March 2015
The power of sensory marketing in food ads
University of Michigan’s Aradhna Krishna is a pioneer in the field of sensory marketing. She discusses recent findings on how marketers can improve food advertising.
Why referral programs work so well
Christophe Van den Bulte, Emanuel Bayer, Bernd Skiera, and Philipp Schmitt examine the post-acquisition benefits of customer referral programs, and suggest ways that managers can make them more profitable.
Disrupting markets and building brands
Emerging markets have created a new breed of multinational competitors. Amitava Chattopadhyay discusses drivers of their success and competitive approaches for incumbents.
Marketing and the “nostalgia effect”
A sense of nostalgia-evoked social connectedness weakens people’s desire to have, hold onto, and obtain money.
How product emotions can captivate customers
“Here’s an opportunity for your products and services to really reach deeply and have great impact,” says Carnegie Mellon’s Peter Boatwright.
What to do when your product fails
Solid evidence on what works best in communicating with unhappy customers.
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