Marketing RSS

Research Papers  Experiential marketing: a way to get people talking

Gallo, Iñigo; Townsend, Claudia; Alegre, Inés Take a motorcycle: Is it a product, or is it an experience? If it's the latter, something lived on the open road, word of mouth is more likely to spread the message. This marketing trick now has research to back it, with a caveat. Read article

Research Papers  How to get peak performance out of an innovation tournament

Camacho, Nuno; Nam, Hyoryung; Kannan, P. K.; Stremersch, Stefan Innovation tournaments have become a popular way to crowdsource new ideas from outside a firm. A study by IESE's Stefan Stremersch and colleagues reveals a surprising metric for tournament success, and why moderators may need to be cruel to be kind. Read article

Books  100 rules for better sales

Chiesa, Cosimo; Chiesa Ghio, Carlotta; Chiesa, Ludovica What are the essentials of sales? How can you sell more and sell better? Cosimo Chiesa's book runs through 100 maxims aimed at helping readers become effective salespeople and project enthusiasm in the digital era. Read article

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