Whatโs Mine Is Ours: How Consumption Is Changing
Technology hasnโt just changed the way consumers use goods and services, itโs also changed the way they own them. Music collections, for...
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What Makes Some Ads More Shareable Than Others?
In one of the more memorable commercials of Super Bowl 2020, rapper Lil Nas X and actor Sam Elliott face off in a dance duel for Cool...
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...
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...
The Lobster Mac โnโ 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 โ be it in-store, on an app, via a...
Finding Your Voice: Why Confidence Is Key to Persuasion
Pulitzer-prize winning poet William Carlos Williams wrote, โItโs 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...
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 โ each by...
User-generated Content: The Medium Impacts the Message
From Yelp reviews about the corner pubโs burger of the month to comments about how much laundry can be stuffed into a high-efficiency...
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