Marketing RSS

Books  Blowing the Budget: Analytics, Risk and the Race to Overspend

Güçlü, Burçin; Canela, Miguel Ángel For savvy marketing, the more information you have, the better, right? Not necessarily, says Miguel Ángel Canela. While investing in sophisticated tools for marketing analytics might yield more consumer insights, it also tends to inflate risks and drive overspending. Read article

Research Papers  That Missing Piece: Playing to Our Need to Complete Sets

Barasz, Kate; John, Leslie K.; Keenan, Elizabeth A.; Norton, Michael I. People don't like to leave things incomplete. So, how might framing things in "pseudo sets" nudge or otherwise affect people's choices at the moment of decision? IESE's Kate Barasz and co-authors investigate. Read article

Research Papers  Heart Over Head: How to Sell an Experience

Gallo, Iñigo; Sood, Sanjay; Mann, Thomas; Gilovich, Tom What would make a better gift for the graduating college student in your life: a new laptop or an exotic getaway? And as a marketer, what tactics can be used to sell one option or the other? The rules for experiential marketing, insists IESE's Iñigo Gallo, are completely different from those for marketing material goods. Read article

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Shanghai Oliver, Xavier
Ads That Don't Overstep John, Leslie K.; Kim, Tami; Barasz, Kate
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