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IESE (España)
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Adding Social Media to the Marketing Mix
Armelini, Guillermo; Villanueva Galobart, JuliánArticle ART-1968-EMarketingSocial media have rapidly gained share and attention among all kinds of consumers and companies, often at the expense of traditional media. Companies have started to redefine key aspects of their marketing mix. With advertising and online word of mouth competing for shrinking marketing budgets, many companies regard having an active presence in social media as a viable alternative to traditional advertising. Yet the authors believe this would be ...Starting at €8.20
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The Rise of the Customer Centric Firm
Fader, Peter; Villanueva Galobart, Julián; Parasuraman, A.Dossier DOS-17-EMarketing, Service and Operations Management, StrategyTraditional marketing is not enough: Follow these strategies for putting your customers front and center.Starting at €15.00
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Reading the Signs of Your Customer Value
Villanueva Galobart, JuliánArticle ART-2383-EFinance, MarketingCompanies sometimes make short-term marketing decisions without understanding the longer-term implications for their customer base. A company that does not know the value of its customers risks overspending on acquiring low-value customers or pursuing activities that have little influence on customer behavior; it may concentrate on revenue without taking acquisition and retention costs into account. In this article, the author explains how to des...Starting at €8.20