How to Choose the Right Digital Marketing Model
Four clear paths for winning over—and retaining—customers in the digital era.
Content: Article | Authors: Matthew Egol, Michael Peterson, Stefan Stroh | Source: strategy+business | Subject: Marketing / Sales
The Social Life of Brands
A marketing strategy informed by neuroscience can help companies enhance customer engagement — and make better use of tools like social media.
Content: Article | Authors: Emily Falk, Mary Beth McEuen, Matthew Egol | Source: strategy+business | Subject: Marketing / Sales
Matthew Egol, Mary Beth McEuen, and Emily Falk
To develop authenticity, marketers must learn to connect with the consumer as a whole person, including those drives and motivations that were formerly considered irrelevant to product consumption. One useful body of work for this is the four-drive motivational theory developed by two organizational science professors at Harvard Business School, Paul R. Lawrence and Nitin Nohria. In their book Driven: How Human Nature Shapes Our … [ Read more ]
Content: Quotation | Authors: Emily Falk, Mary Beth McEuen, Matthew Egol | Source: strategy+business | Subject: Marketing / Sales