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).
5 Things I Know About Marketing – Dartmouth’s Kevin Lane KellerMar 13, 2016
"The customer is not necessarily 'always in charge'," says Dartmouth's Kevin Lane Keller. "The fact is, only some customers want to get involved with only some of their brands and, even then, only some of the time. It’s important for marketers to face that reality."
Acquiring Customers via Word-of-Mouth Referrals: A Virtuous Strategy?Dec 7, 2015 Constant Pieters and Aurélie Lemmens, 2015, 15-123
WOM campaigns help firms recruit profitable customers—but do those customers spread the word among their peers?
Finding Versus Receiving: How Content Acquisition Affects SharingDec 2, 2015 Zoey Chen and Jonah Berger, 2015, 15-120
In six studies, examines how and why online content acquisition method (finding versus receiving) influences social sharing.
Defining, Nurturing, Protecting, and Measuring ReputationOct 29, 2015
Paul Argenti, The Tuck School of Business, Dartmouth College
In this webinar, Paul Argenti will help participants understand what reputation really is, how it is formed, how to protect it using reputational risk analysis, and how to measure it using new techniques based on advanced mathematical tools developed in the biological sciences.
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