Markets and Marketing Strategy
Future Nostalgia: The Impact of Coronavirus on Consumer Trends and TruthsMay 13, 2020
Peter Horst and Anne Rivers
PSB’s Peter Horst and Anne Rivers leverage data gained from PSB Insights’ daily and weekly polling to explore the short- and long-term impacts of coronavirus on the American consumer.
Rethinking Market Orientation from the Outside inMay 11, 2020 George S. Day, 2020, 20-115
How can the concept of market orientation be adapted to changing market realities? George Day proposes that organizations embed the decades-old mandate to understand, attract, and keep valuable customers within a more expansive outside-in approach to marketing strategy.
Keeping Your Customers Engaged: Research InsightsApr 08, 2020
Rima Toure-Tillery, Northwestern University
Rima Touré-Tillery presents findings from psychology and consumer research to explain what motivates customers to engage with brands—and how this might apply to the ongoing covid-19 crisis.
How Venture Builders Use Performance Marketing to Determine Signal/NoiseMar 13, 2020 Healey Cypher, Chief Operating Officer, Atomic
The boundaries between marketing and product blend further, and the Venture Builder community is pushing the boundaries of predictive marketing and what the new success criteria look like.
Long-Term Market Leadership in the Age of DisruptionMar 03, 2020 Peter Golder, Dartmouth College
Results on the probability of recapturing leadership once it is lost, and the implications for managing today’s leading brands.
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