IESE Insight - Marketing

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.

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.

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.

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.

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.

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.

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.

Innovation Is Key to Weathering Retail Downturn

IESE Insight Faced with a stagnant market and the threat of growing consolidation, the retail sector is dumping old dogmas and reformulating its marketing strategies to get even closer to consumers. The key lies in improving what is on offer to make it both more appealing and accessible to customers.

Strategies for Reviving the Mass Market

Nueno, José Luis; Vila, Eva; Cazorla, Víctor The recession has reshaped consumer habits, making price-sensitive shoppers reach for generic brands, and they are opting to stay at home rather than go out. To offset these changes, companies have little choice but to differentiate themselves through greater innovation. And think twice before cutting back on advertising spend: there are potentially better opportunities today than there were three years ago.

How E.U. Brands Can Stay Competitive

Nueno, José Luis The rise of private labels, reduced choice and disruptive business models are giving traditional brands a run for their money. Given the extent to which brands impact competitiveness, IESE Prof. José Luis Nueno recommends what companies can do to tackle these challenges and reinforce the power of their brands, particularly in Europe.