Marketing

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  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

  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

  3 Steps to Market-Driven Digital Transformation Premium

Villanueva, Julián; Ferrándiz, Luis To help businesses get ready for a digitally transformed world, this article presents a step-by-step model called the Stairway to Digitalization. It starts with customers, and demands senior-level commitment, so the strategic goal of digital transformation is achieved. Read article

  What's Up With Spain's Digital Media?

de Toro, Juan Manuel; Soldado, Pilar; San Pedro, Marta; Breiner, James; Arrese, Ángel; Vara-Miguel, Alfonso; Sádaba Chalezquer, Charo; Fernández del Moral, Javier; Bel, Ignacio The internet has been a game changer for the press, and there is no turning back. IESE's Institute for Media and Entertainment (IME) takes a look at recent shifts in consumer habits, business models and news distribution in its 2016 volume on Spain. When all is said and done, there are four challenges to overcome for lasting digital success. Read article

  How We Mispredict Preferences

Barasz, Kate; Kim, Tami; John, Leslie K. You know you love action films and romcoms. But would you expect someone else to? Studies show that people mistakenly expect others to dislike dissimilar things -- which means missing out on the chance to offer customers a greater variety of choices. In this podcast, professor Kate Barasz describes her research on (mis)predicting others' preferences. Read article

  A CEO's Manual for Strategic Marketing Today

Villanueva, Julián; de Toro, Juan Manuel Marketing is undergoing a metamorphosis. The internet has given unprecedented power to consumers and created new channels and tools that open up competition. Julián Villanueva and Juan Manuel de Toro have put together a textbook for executives with the keys to marketing as we now know it. Read article

  2016's Most-Viewed Insights from IESE's Business Knowledge Portal

Which articles were the most popular with our readership in 2016? To celebrate the year's close, we count down 10 ideas with impact, gleaned from IESE faculty's recent research. These 10 insights have the potential to change the way you approach business management today and in the future. Read article

  A New Marketing to Save the World?

Nueno, José Luis Move over, functional and aspirational marketing: it's time for transformative marketing to shine. In his book, José Luis Nueno argues that marketing's mission is no longer to showcase a product or service in order to sell it, but rather to support sustainable consumption based on realistic expectations in a scarcity society. Read article

  Barcelona Sells: BCN Brand's Rapid Ascent

Oliver, Xavier; Sicart, Sara Eternal summer? An urban, stylish lifestyle? What does Barcelona evoke for you? BCN Brand plays to the public imagination of the city of Gaudí and beauty on the beach, selling everything from colorful sneakers to fire extinguishers. The case study, "BCN Brand: Selling Barcelona Around the World," tracks the marketing moves and asks what comes next. Read article

  What Today's Sales Teams Are Missing

Chiesa, Cosimo; Salazar, Rafael; Soldado, Pilar; Tordera, Juan José; Villanueva, Julián Clients' needs are shifting, as are the ways they approach and evaluate products and services. Given this transformation, shouldn't sales teams change and adopt new tools as well? The seventh annual study of sales networks in Spain offers a snapshot of current challenges -- and points out blindspots in sales strategies. Read article
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