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Studies and Reports  The mistake of allocating more resources to your best customers

Valentí, Albert; Srinivasan, Shuba; Yildirim, Gokhan; Pauwels, Koen Chances are, you allocate your direct mail marketing budget to your top customers and use email for everyone else. If so, you're doing it all wrong, according to a new study led by Albert Valenti. Read article

Cases  What kind of relationship should I have with Amazon?

Jané, Joan Getting onto Amazon's e-commerce platform usually sends sales skyrocketing. But, let the seller beware: there are strings attached. Read article

Books  How to run companies with the stroke of a hashtag

Llopis, Jaume Twitter has changed how we communication. The book 500 tweets for better management gathers thoughtful messages about the economy and business management from the active account of IESE's Jaume Llopis. Read article

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A toda pastilla Oliver, Xavier