Marketing RSS

Research Papers  Gear up for innovation and branding opportunities

van Everdingen, Yvonne; Hariharan, Vijay Ganesh; Stremersch, Stefan When sporting gear companies participate in major competitions, like Formula One, what they stand to gain depends on what they're already spending. Read article

Technical Notes  The five layers of a good digital experience

Ferrandiz, Luis; Villanueva, Julián; Balmaseda, Carmen User experience (UX) is the cornerstone of app and website profitability. This practical note breaks down the five key elements of UX design, taking Booking.com as an example. Read article

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

Latest IESE documents

Caesar's Entertainment: apostando por la inteligencia artificial Villanueva, Julián; González, Jorge; Balmaseda, Carmen