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?|
Detecting Fictitious Consumer Reviews: A Theory-Driven Approach Combining Automated Text Analysis and Experimental DesignOct 4, 2017 Ann Kronrod, Jeffrey K. Lee, and Ivan Gordeliy, 2017, 17-124
How to tell if that glowing (or scathing) consumer product review is authentic.
Crisis Management Strategies and the Long-term Effects of Product Recalls on Firm ValueSep 19, 2017 Yan Liu, Venkatesh Shankar, and Wonjoo Yun, 2017, 17-121
This study shows that during product recalls, doing the right thing for your customers is good for your business in the long run.
What Should Marketers Read? 3 Selections from UMD’s Wendy MoeSep 18, 2017
Reading list for marketers, curated by our Academic Trustees
Consumer Response to the Evolving Retailing LandscapePrepared by Denise Dahlhoff, 2017, 17-302
As retailing undergoes drastic change, consumers are shopping and buying in new and different ways. At this conference, held at the Wharton School on June 22-23, 2017, leading scholars and select industry experts discussed how this changing landscape has transformed the consumer decision journey.
How Firms Can Shape the Customer Experience for Greater Success in Online RetailingAug 16, 2017 Alexander Bleier, Colleen M. Harmeling, and Robert W. Palmatier, 2017, 17-119
Insights on how retailers can adapt online “storefront” design elements for different brands and products.
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