Marketing

America regularly holds the longest political contests of any democracy, but there’s little evidence that a lengthy consideration period leads to better choices.

Traditionally, companies look to a customer’s lifetime value (CLV) – a measure of how profitable their relationship with an individual will be over time – but new research from Columbia Business School indicates that traditional CLV measures can sharply underestimate the true value of the connected consumer. Today’s social networks can turn regular people – not necessarily big spenders – into major influencers.

Marketers take note: new research from Columbia Business School shows that when new products are introduced into the marketplace, they should be positioned as having the ability to increase consumers’ sense of control, rather than being labeled as “new,” in order to increase new product acceptance.

In the age of the social network, customer lifetime value is an increasingly inadequate metric.

Despite price tags reaching $200 million, the Olympic Games remains a rare opportunity for sponsors.

A two-part study that delves into how SAP's leadership worked to reinvigorate and evolve the company.

In the fiercely competitive and fickle beverage and snack business, you need a marketing leader with a deep understanding of the consumer landscape, an eye for innovation and the ability to delight consumers. One might argue that Ann (Anindita) Mukherjee is a “consumer whisperer” of sorts; she gets consumers and seems to be in lockstep with the latest trends in the art and science of marketing.

On the last day of August 2014, NBA player Kevin Durant tweeted, “Excited and humbled to sign back with the swoosh.” This highly anticipated announcement came after months of courtship from both Under Armour and Nike, with each offering escalating bids for the coveted endorsement of the NBA superstar. Under Armour ultimately lost the bid to Nike – but its aggressive tactics left a big impression.