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Research Papers  Rx for Sales: Prescribing Content for Better Marketing

Kappe, Eelco; Stremersch, Stefan Pharmaceutical firms spend millions marketing their products to doctors via personal sales calls. IESE's Stefan Stremersch examines message content, strategy and timing to offer a practical model for improving communication -- and sales -- in a competitive arena. Read article

Articles and Opinion  Using Big Search Data to Map Your Market Premium

Skiera, Bernd; Ringel, Daniel M. Analyzing big data poses huge challenges. The authors describe how they used clickstream data to visualize competition in product categories containing more than 1,000 products. Manufacturers and retailers can profit from their approach, which yields more meaningful information on customer behavior than traditional market research methods. Read article

Articles and Opinion  Selling Experiences to Connect With Consumers Premium

Gallo, Iñigo; Townsend, Claudia Selling products through experiences can yield benefits such as greater word of mouth. But to be successful, marketers need to understand the dynamics at play. Read article

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