MARKETING

How Starbucks Came a Long Way on Customer Centricity

On May 25, Wharton School Press published an updated edition of Customer Centricity by Wharton marketing professor Peter Fader. In the bo...

Why Consumers Are Willing to Share Personal Information on Smartphones

Nearly everyone has experienced some version of phubbing, a term to describe being snubbed by someone who is more engrossed in their smar...

The Lobster Mac ‘n’ Cheese Mystery: Why Brands Mix High with Low

From a $2,000 tote made to look like an Ikea shopping bag to lobster macaroni and cheese, a big trend in fashion and food mixes downscale...

Why Omni-channel Personalization Is the Future of Marketing

All customers want a unique, personalized experience, irrespective of how they interact with a brand – be it in-store, on an app, via a w...

Finding Your Voice: Why Confidence Is Key to Persuasion

Pulitzer-prize winning poet William Carlos Williams wrote, “It’s not what you say that matters but the manner in which you say it; there ...

Finding the Value in IPOs: Why Customer Behavior Holds the Key

Spurred by tech companies such as Uber, 2019 is expected to be a record year for initial public offerings (IPOs). But what are these firm...

Word-of-Mouth Marketing: How to Radically Boost Success

Companies can increase word-of-mouth referrals by existing customers and also the resulting conversion rate of new customers — each by 86...

User-generated Content: The Medium Impacts the Message

From Yelp reviews about the corner pub’s burger of the month to comments about how much laundry can be stuffed into a high-efficiency was...

Nation Branding: Which Countries Ranked Highest This Year?

Any country that wants to improve its brand image must offer a superior quality of life, with a high degree of cleanliness and safety, an...

Cracking the Code on Brand Growth

The battle for business growth does not take place on the internet or on store shelves. Rather, it takes place in the subconscious mind o...

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