Communicating in Real-Time: The Effect of Message Improvisation on Consumer Engagement in Social MediaJun 16, 2017 Webinar featuring Omar Rodriguez-Vila, Georgia Institute of Technology
Omar Rodriguez‐Vila will discuss how marketers can improve real-time messaging to influence customer engagement.
Effective Customer Engagement Strategies in Health Care: The Role of StigmaMar 29, 2017 Martin Mende, Colleen M. Harmeling, Maura L. Scott, and Robert W. Palmatier, 2017, 17-105
Living with a stigmatizing attribute influences how customers engage socially, but marketers can tailor customer engagement initiatives to enhance effectiveness.
The New Market Research Landscape in Media and EntertainmentFeb 09, 2017 Matt Kautz, Vice President of Business Intelligence, Analytics and Research, Machinima
How can marketers in the media and entertainment industry use these data sets to address their strategic questions? Matt Kautz will present a framework and offer a deep-dive into some case studies on creative optimization, forecasting, and media targeting.
Marketing Can Increase Multichannel Shoppers and ProfitOct 23, 2016
Most effective campaign did not rely on financial incentives.
Shaping Customers’ Coproduction ExperiencesJun 01, 2016
Customers' coproduction activities are usually outside of firms' direct control, but marketers can still take steps to “inoculate” consumers against setbacks (from Journal of Marketing).
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