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Let Customers Call the Shots

What is consumer empowerment and what does it mean for you as an executive? HBS professor Luc Wathieu outlined his views in the following e-mail interview with HBS Working Knowledge senior editor Martha Lagace.

Content: Article | Author: Luc Wathieu | Source: Harvard Business School (HBS) Working Knowledge | Subject: Marketing / Sales

Waste Not, Want Not: Analyzing the Value of Used Products

Remanufacturing is a production strategy whose goal is to recover the residual value of used products. Laurens Debo and Professors Beril Toktay and Luk Van Wassenhove consider whether producing a remanufactured product is profitable. They focus on the roles of the market, production technology, and cost, developing insights for managers who might consider using what’s been used and putting out a remanufactured product.

Content: Article | Authors: L. Beril Toktay, Laurens G. Debo, Luk N. Van Wassenhove | Source: INSEAD Knowledge | Subjects: Marketing / Sales, Operations

Customer Data Means Money

Businesses are buying and selling customer data in a dizzying number of ways.

Content: Article | Author: John Rendleman | Source: InformationWeek | Subjects: Marketing / Sales, Privacy

Buzz Marketing

Suddenly This Stealth Strategy Is Hot–but It’s Still Fraught with Risk.

Content: Article | Authors: Gerry Khermouch, Jeff Green | Source: BusinessWeek | Subjects: Advertising, Marketing / Sales

Virtual Focus Group

The world is littered with products nobody wanted. The Edsel. New Coke. Apple Computer’s Newton.

Figuring out what customers want–what products with what features at what prices–has always been a challenge for product-development managers. Conventional methods of getting into consumers’ heads, such as phone surveys and focus groups, are cumbersome, expensive, and time-consuming. And they’re becoming more and more inadequate as time-to-market demands increase and product … [ Read more ]

Content: Article | Author: Rick Whiting | Source: InformationWeek | Subjects: IT / Technology / E-Business, Market Research

Marketing Capitalizes On E-Mail

E-mail campaign-management apps are helping businesses build relationships with customers.

Content: Article | Author: Eileen Colkin | Source: InformationWeek | Subjects: IT / Technology / E-Business, Marketing / Sales

Don’t Shout, Listen

At Procter & Gamble, branding is almost everything. And in the age of the Web, almost everything is up for grabs. Here’s how P&G has turned the Internet into a device for listening to customers — and for experimenting with its brands.

Content: Article | Author: Fara Warner | Source: Fast Company | Subject: Marketing / Sales

Double Take – Have Another Look at Grocery Shopping

So many products, so many brands, so many prices – consumers today are almost blinded by all the choices at the supermarket. Marketers draw consumers’ eyes to their products through point-of-purchase (P-O-P) marketing. Researchers use eye-tracking studies to measure how successful marketers are at zoning customers in on their products on the store shelves. Scott Young and Professors Pierre Chandon and Wesley Hutchinson examine the … [ Read more ]

Content: Article | Authors: J. Hutchinson, Pierre Chandon, Scott Young | Source: INSEAD Knowledge | Subjects: Market Research, Marketing / Sales | Industry: Grocery