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quéé valor tiene el "boca a boca"
Kumar, V; Petersen, Andrew; Leone, Robert P.Article HBS-R0710JMarketingEste artículo incluye una vista previa de una página que resume rápidamente las ideas clave y proporciona una visión general de cómo los conceptos funcionan en la práctica, junto con sugerencias para la lectura adicional. Los clientes que compran la mayor parte de usted probablemente no son sus mejores vendedores. Lo que es más, sus mejores vendedores pueden ser mucho más valor a su empresa a sus consumidores la mayoría de los entusiastas. Esas s...Starting at €8.20
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The Dark Side of Cross-Selling
Shah, Denish; Kumar, VArticle HBS-F1212A-ECompanies work hard to persuade their customers to buy additional products. But a sizable segment of cross-buying customers are unprofitable, and the more they buy, the more companies lose. It's important to identify and neutralize the impact of these profit-destroying customers.Starting at €8.20
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Who's Your Most Valuable Salesperson
Kumar, V; Sunder, Sarang; Leone, Robert P.Article HBS-R1504D-EU.S. businesses spend $800 billion annually on sales force compensation and another $15 billion on sales training. Yet the backward-looking metrics they rely on (such as revenue generated) to gauge the impact of this spending provide limited insight into how a salesperson will do going forward and what types of training and incentives will be most effective. As a result, many companies misallocate sales force investments. The authors worked with ...Starting at €8.20
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How Valuable Is Word of Mouth
Kumar, V; Petersen, Andrew; Leone, Robert P.Article HBS-R0710J-EMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. The customers who buy the most from you are probably not your best marketers. What's more, your best marketers may be worth far more to your company than your most enthusiastic consumers. Those are the conclusions of professors Kumar and Petersen at the University ...Starting at €8.20