Marketing

172 items match your search criteria. Click here for tips on how to optimize your results.
Sorted by date

  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

  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

  To Get People to Pay, Understand How They Think: The Psychology of Pricing Premium

Raghubir, Priya In a world of contactless payment, rewards programs and deep discounts, our perceptions of money are changing. Drawing on concepts from behavioral economics and the author's own research on money matters, this article helps companies gain a clearer focus in today's turbid pricing environment. Read article

  Money Matters: Memory and the Psychology of Spending

Raghubir, Priya; Capizzani, Mario; Srivastava, Joydeep Knowing the value of money is one thing. Spending it according to that value is another. Research by IESE's Mario Capizzani and co-authors confirms that we tend to hold biases about different forms of cash and that our memory also affects how much we spend. Read article

  Rx for Profits: Anticipating Shifts in Sales Strategies

Kappe, Eelco; Venkataraman, Sriram; Stremersch, Stefan Marketing is competitive and dynamic; a change in marketing policy in one company can have a ripple effect across an industry. IESE's Stefan Stremersch and co-authors propose a new method for predicting the consequences of marketing policy changes with enriched data. Read article

  Inbound Marketing: How to Make Your Clients Come to You

Capizzani, Mario; Valdés, Pau Web 2.0 has changed how we look for, compare and acquire products and services. Building on this change in behavior, a new form of marketing works to attract customers organically instead of trying to "push" people into purchases. IESE's Mario Capizzani breaks it down. Read article

  The Future of Advertising Is Storytelling

Oliver, Xavier; Tatge, Larisa How can a company distinguish itself in a crowded field, now that everyone seems to know all about everything? The answer is great storytelling, says IESE's Xavier Oliver. Reveal what your company really stands for, what it offers the world, and you are sure to win some hearts and minds. Read article

  Management Truths in an Age of Fake News

Rosenberg, Mike; Seager, Phil Do newspapers, magazines or books have a future? Will terrestrial television exist as a meaningful player in five years' time? Amid attacks and dramatic changes, leading IESE professors and practitioners share the timeless tools needed to manage media and entertainment businesses. Read article

  Low-Risk Strategies for Internationalization

Villanueva, Julián; de Toro, Juan Manuel; Soldado, Pilar Exporting Spanish brands is key for the country's economic development. And while France is currently the first stop abroad, the United States looks more attractive for the future. That is according to a study on how, when and why Spanish firms enter new markets. Read article

  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
PAGE 1 of 18
Go to page
    
Benefits of Registration
  •  Receive IESE Insight newsletter and alerts
  •  Read exclusive documents
View all benefits
Case Forum
Participate