Changing Decision Processes
|How are decision processes changing, given that customers are now always connected and have more choice in what they attend to? Customers are now engaging with firms through complex journeys and paths to purchase and beyond. Firms must insert themselves — or their product or service — into the customer decision process at the right time in the right context to have an influence.|
There’s No Free Lunch Conversation: The Effect of Brand Advertising on Word of MouthFeb 28, 2017 Mitchell J. Lovett, Renana Peres, and Linli Xu, 2017, 17-103
There's a widely held belief that brand advertising can create big consumer brand buzz. This study suggests otherwise.
Dynamic Pricing in a Labor Market: Surge Pricing and Flexible Work on the Uber PlatformFeb 09, 2017 Keith Chen, University of California, Los Angeles and Chief Economist, Uber
In many markets, new technologies allow traditional jobs to be divided into discrete tasks that are widely distributed across workers and dynamically priced given prevailing supply and demand conditions. This “sharing” or “gig” economy represents a more flexible work system, and is most common in two-sided markets in which a firm acts as a platform to connect service providers and consumers.
Understanding Customer Experience throughout the Customer JourneyJan 31, 2017 Webinar featuring Katherine N. Lemon, Boston College and Peter Verhoef, University of Groningen
Understanding customer experience and the customer journey is more critical now than ever. With customers interacting with brands through a myriad of touchpoints in multiple channels and media, firms need to integrate multiple business functions—and even external partners—in creating and delivering positive customer experiences.
Everybody Loves It, You’ve Got to Love It Too! The Downside of Receiving More (and More) Positive Word of MouthJan 30, 2017 David L. Alexander and Sarah G. Moore, 2017, 17-102
As consumers receive more positive word of mouth for a newly adopted product, they feel increasing pressure to perform as competently with the product as those who recommended it.
Marketing in the Real-Time FutureJan 25, 2017
Uncertainty was in the air on November 10, 2016, when marketing executives and academics came together for MSI’s Board of Trustees Meeting in San Francisco. How can marketers prosper, and prepare for what(ever) lies ahead?
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