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Emotional Cues That Work Magic on Customers
Andrade, Eduardo B.; Capizzani, MarioArticle ART-1971-EMarketingMarketers have long understood that emotions play an important role in consumer decision making. But, as the latest scientific evidence suggests, their influence is much more nuanced and complex than many are aware: subtle, rather than intense, emotional reactions are often more persuasive; short-lived emotions can have lasting effects; the experience and expression of negative emotions can sometimes be beneficial; emotional experiences are often...Starting at €8.20
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Mobile Marketing Strategy: An introduction to mobile websites & mobile apps
Capizzani, Mario; Bhargava, Neeti; Cañigueral, Xavier; Chaudhry, ShrutiTechnical Note MN-386-EMarketingIn the modern-day marketing mix, companies must choose from an increasing array of channels to sell their products or services and connect with their users. Whereas television, print and online advertising have traditionally dominated this promotion arena, mobile now accounts for more than half of all search traffic in at least 10 countries and an increasing proportion of advertising in many markets. Improvements in technology have also made it e...Starting at €8.20
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Foundations of Inbound Marketing
Capizzani, Mario; Valdés, PauTechnical Note MN-394-EMarketingThis technical note explains the main aspects of how the marketing process has been transformed as a result of the boom of Web 2.0 technologies, which has had profound implications for the way consumers search, compare and purchase products and services. The consequences of these changes include the rise of inbound marketing and content marketing, which not only implies a revamping of the way companies must refocus their marketing activities, but...Starting at €8.20
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GoQuickly.com and FileAway: Advertising in the Super Bowl
Gallo, Iñigo; González, Jorge; Capizzani, Mario; Panlilio, LorenzoCase M-1374-EMarketingKickersoft managers Jennifer Green and Ted Gutner, along with their respective marketing teams, were preparing for an important presentation meeting with CEO Henrik Mathison. During the meeting, the decision would be made on which creative concepts the US software company would use for that year's Super Bowl advertisements for FileAway and GoQuickly.com-Kickersoft's two most important cloud-based products. Green and Gutner were excited, but the...Starting at €8.20
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Principles of Marketing
Capizzani, MarioInteractive Course MIC-1-EMarketingIt is hard to remember what the world was like before iPods, iPhones, and iPads. But when Apple released the first iPod in 2001, it was not an automatic blockbuster. It took a lot of marketing savvy to set it on its successful path. All companies: whether selling electronics, gastronomic experiences, or credit cards. Need to make difficult product, pricing, and channel decisions. In this part, we will discuss how to understand and define products... -
Dodot: The Introduction of a Basic Line in the Iberian Peninsula
Capizzani, Mario; Gorecka, JustinaCase M-1298-EMarketingThe Dodot brand of Arbora & Ausonia (A&A) is suffering significant market share decline in the diaper division in Spain and Portugal at the hands of lower priced private label products. The case presents an A&A dual proposal to launch a new economy (basic) line of diapers to combat these rivals and to reposition its top-of-the-line product.Starting at €8.20
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Airbnb: Tough Choices Growing a Platform Business
Capizzani, MarioCase M-1370-EMarketing, StrategyThe general manager for Airbnb for the EMEA region, Jeroen Merchiers is pondering about several growth alternatives for technology based platform that had recently disrupted the accommodation industry. Airbnb, the peer-to-peer tourist accommodation market place that was one of the most successful representatives of the so called "shared economy" had experienced tremendous growth since its inception in 2008. The spectacular growth was based, besi...Starting at €8.20
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How to Make Online Reviews Work for You
Shanmugam, Ravi; Capizzani, Mario; McQuarrie, Edward F.; McIntyre, Shelby H.Article ART-2500-EMarketingThis article delves into the reviewsphere, and in particular the review site, Yelp. Based on the authors' studies of this and other such platforms, they build up a picture of who online reviewers are and what motivates them to write. They observe certain status-seeking behavior on the part of some online reviewers -- people who desire an audience, a readership, a public. This represents an emergent property of consumer behavior in an online world...Starting at €8.20
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Airbnb: What´s Next : Prioritizing Opportunities in Southern Europe
Capizzani, Mario; Kim, Tommy; Obersriebnig, StefanCase M-1339-EMarketing, StrategyThe general manager for Airbnb in Spain and Portugal, Jeroen Merchiers is pondering about several issue as he prepares to delegate responsibilities in Iberia and take on a larger European role. Airbnb, the peer-to-peer tourist accommodation market place that was one of the most successful representatives of the so called "share economy¿ had experienced tremendous growth since its inception in 2008. The spectacular growth was based, besides its ...Starting at €8.20
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Governance of World Association Football
Xenos, Emmanouil; Capizzani, Mario; Davila, AntonioTechnical Note SMN-682-ECorporate GovernanceSport is big business around the world. Within the sports industry, association football - commonly referred to as "football" around the world or "soccer" in North America - is considered to be the world's richest sport and is often touted as the "king of sport" or the "most popular sport in the world." The scope of this note is to provide the reader with a brief and concise overview of association football, the governing bodies, the stakehold...Starting at €8.20