Integrated Customer Experiences
|Consumers are increasingly in control of the information flow. And marketers now have the ability to customize experiences, offers, and content. The key issue is getting marketing “right” in real time, whether B2B or B2C. How should firms design and serve up their offerings so that they are relevant in context — hitting just the right “notes” at the right point in the path to purchase or decision journey?|
Understanding the Value of Stories in Experiential ReviewsDec 15, 2017 Tom van Laer, Stephan Ludwig, and Jennifer Edson Escalas, 2017, 17-127
Like all good stories, experiential reviews encompass characters, plot, and genre. An analysis of TripAdvisor data shows how these narrative building blocks influence consumer behavior.
Brand Success Through Coolness and AuthenticityNov 08, 2017 Margaret C. Campbell, University of Colorado-Boulder
Meg Campbell will discuss how autonomy and authenticity influence coolness and how firms can draw upon each of these to build strong brands.
Must-Reads from Sharon Shavitt, University of Illinois at Urbana-ChampaignOct 19, 2017
Reading list for marketers, curated by our Academic Trustees
Brand Hero or Helper? Understanding Customers’ Core Psychological NeedsOct 13, 2017 Keisha Cutright, Duke University
Keisha Cutright will draw on her research on branding and consumer psychology to highlight the core psychological needs—esteem, meaning, belonging, and control—that marketers would be wise to consider in their decision making.
The “4 Minds” Framework of Customer Decision MakingOct 13, 2017 Ryan Hamilton, Emory University
Ryan Hamilton will present a practical tool for understanding and applying the science of decision making. The “4 Minds” framework synthesizes research to help marketers identify which area of decision-making science is most likely to apply to their firm, market, and customers.
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