Marketing Communications
All Types
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Presentations
Communicating in Real-Time: The Effect of Message Improvisation on Consumer Engagement in Social Media
Jun 16, 2017 Webinar featuring Omar Rodriguez-Vila, Georgia Institute of TechnologyOmar Rodriguez‐Vila will discuss how marketers can improve real-time messaging to influence customer engagement.
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Reports
Effective Customer Engagement Strategies in Health Care: The Role of Stigma
Mar 29, 2017 Martin Mende, Colleen M. Harmeling, Maura L. Scott, and Robert W. Palmatier, 2017, 17-105Living with a stigmatizing attribute influences how customers engage socially, but marketers can tailor customer engagement initiatives to enhance effectiveness.
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Presentations
The New Market Research Landscape in Media and Entertainment
Feb 09, 2017 Matt Kautz, Vice President of Business Intelligence, Analytics and Research, MachinimaHow 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.
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Articles
Marketing Can Increase Multichannel Shoppers and Profit
Oct 23, 2016
Most effective campaign did not rely on financial incentives.
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Articles
Shaping Customers’ Coproduction Experiences
Jun 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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