Marketing

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  Generational opportunities

IESE Insight; Nueno, José Luis Businesses need to understand what makes the different age groups tick. Getting into the heads of these key generations, says IESE's José Luis Nueno, can help you deliver the best possible customer experience. Read article

  Super Bowl Sunday: Kickoff time for advertising

IESE Insight

With 1 in 4 viewers saying they tune in to the Super Bowl just for the commercials, the American football championship has become a major opportunity for advertisers. How are brands using the event? Plus: IESE's Iñigo Gallo recommends how to stay ahead of the trends.

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  How to design a Merry Christmas campaign

Sánchez-Lozano, Santiago; Antoja, Núria; Bernabé, Lluís What are the key features of a Christmas marketing campaign that will make the season bright? Three experts weigh in on what works for a holly jolly Christmas campaign. Read article

  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

  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

  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

  2015's Most-Viewed Insights from IESE's Business Knowledge Portal

IESE Insight Counting down 10 ideas with impact to change the way you approach business management, from IESE faculty. These 10 items are gleaned from professors' 2015 books, academic articles, studies and teaching materials. Read article

  Making Decisions Today for Opportunities Tomorrow

Liang, Simon; Singh, Surinderdeep; Viñals, José; Paris, Simon; Gent, Donna; Dreyer, Keith; Awosika, Ibukun In this special collection of podcasts recorded during the IESE Global Alumni Reunion held in Barcelona, Spain, in November 2013, several leading experts in the areas of finance, entrepreneurship, health care, strategy and operations comment on current macroeconomic challenges and how they will shape business in the future. Read article

  Emerging Markets: What to Know Before You Go

Khanna, Tarun; Palepu, Krishna; Nueno, José Luis; Liechtenstein, Heinrich; Groh, Alexander; Lieser, Karsten; Estrada, Javier; Añaños, Carlos; Servitje, Daniel Annual consumption in emerging markets is estimated to hit a staggering $30 trillion by 2025. Such considerable opportunities make expansion into these markets a tempting proposition for many businesses. But before jumping onto a BRIC-bound bandwagon, make sure you really understand what's in store. Otherwise, say leading experts, your gold rush dreams are bound to get dashed. Read article

  Trends to Watch: Insights From Brazil

Heiberg, Gerhard; Fernández Valbuena, Santiago; Ricotta, Eduardo; Nobrega, Jorge; Mesquita, Francisco; Donoso, Lluís; Cerri, Giovanni; da Nóbrega, Guilherme; Aranda, Sergio; Stark, Paulo Ricardo In this special collection of podcasts recorded during the IESE Global Alumni Reunion held in Sao Paulo, Brazil, in November 2012, several leading experts in the areas of economics, IT, health care, media, marketing, strategy and operations comment on global business trends from the perspective of this fast-growing emerging market. Read article
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