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Full-Text Articles in Marketing
Marketing On A Shoestring In Not-For-Profits: No Pain No Gain, Knowledge@Smu
Marketing On A Shoestring In Not-For-Profits: No Pain No Gain, Knowledge@Smu
Knowledge@SMU
Sarah Mavrinac is the founder and president of not-for-profit financial education organisation, aidha, which started operations in January 2007 in Singapore. aidha offers training courses to women migrant workers, in particular those in domestic service. Mavrinac delivered a talk recently on “Marketing on a Shoestring -- The Challenge of Not-for-Profit Outreach", organised by the Centre for Marketing Excellence of the Lee Kong Chian School of Business, Singapore Management University.
Monitor Group's Go-To-Market Methodology Advocates The 'Outside-In' Approach, Knowledge@Smu
Monitor Group's Go-To-Market Methodology Advocates The 'Outside-In' Approach, Knowledge@Smu
Knowledge@SMU
How can companies, especially those operating in end-consumer industries and saturated markets, become successful? By transforming themselves into truly marketing-led organisations, advises the Monitor Group, a global management services firm. Monitor has developed a finely tuned go-to-market approach which calls for a fundamental shift at the leadership level from an inside-out perspective to an outside-in view of the marketplace.
Prediction Software Identifies Cellphone, Cable And Internet Subscribers Who Are Likely To Defect And When, Knowledge@Smu
Prediction Software Identifies Cellphone, Cable And Internet Subscribers Who Are Likely To Defect And When, Knowledge@Smu
Knowledge@SMU
Winning new customers is expensive. More businesses are acting proactively to forestall losing existing clients by using predictive software to help pinpoint those likely to defect. Singapore Management University marketing professor Andre Bonfrer is working in partnership with George Knox (Tilburg University), Jehoshua Eliashberg (The Wharton School) and Jeongwen Chiang (Cheung Kong Graduate School of Business) to develop a predictive model targeted at the subscription-based service sector.
How Do Word-Of-Mouth Reviews Affect Product Sales? Applying The Stock Market Analogy To Online Stores, Knowledge@Smu
How Do Word-Of-Mouth Reviews Affect Product Sales? Applying The Stock Market Analogy To Online Stores, Knowledge@Smu
Knowledge@SMU
Online word-of-mouth communication -- such as product reviews by consumers -- has become a major information source about product quality. Singapore Management University information systems professor Nan Hu and his team investigated both quantitative and qualitative aspects of online reviews using Amazon.com as their study base. They found that, besides review scores, consumers do pay attention to other contextual information such as a reviewer’s reputation and exposure. Hu’s research also showed that the longer an item is on the market, the smaller the impact of online reviews on sales.
Mapping Better Business Strategies With Gis (Geographic Information Systems), Knowledge@Smu
Mapping Better Business Strategies With Gis (Geographic Information Systems), Knowledge@Smu
Knowledge@SMU
McDonald’s in Japan uses GIS (Geographic Information Systems) to help identify promising new store sites by overlaying demographic information on maps. The value of location as a business measure is fast becoming an important consideration for organisations, and GIS is emerging as a powerful location intelligence tool. Singapore Management University information systems professor Kam Tin Seong is a strong advocate and promoter of GIS for doing better business. Knowledge@SMU talked to Kam about GIS in general, and about his research project using GIS as a tool to better understand Singapore’s sizzling property market.
Mitch Joel On Social Media: 'A Tectonic Shift In How We Communicate', Knowledge@Smu
Mitch Joel On Social Media: 'A Tectonic Shift In How We Communicate', Knowledge@Smu
Knowledge@SMU
Mitch Joel is president of Twist Image, a Montreal-based multimarketing agency, vice-chairman (Quebec) for IAB Canada (Interactive Advertising Bureau), and an executive on the eMarketing Council of the CMA (Canadian Marketing Association). Joel was in Singapore to attend the country’s first ever PodCamp from 30-31 July, hosted by the Singapore Management University (SMU). SMU corporate communication professor Michael Netzley talked to Joel about emerging social media channels and networks, and the business opportunities for building and marketing brands to these new consumer communities.
An Infinite Number Of Niche Markets': The Long Tail And 21st Century Economics, Knowledge@Smu
An Infinite Number Of Niche Markets': The Long Tail And 21st Century Economics, Knowledge@Smu
Knowledge@SMU
Ever since Chris Anderson coined the term “long tail” in a Wired magazine article in 2004 -- expanding on this idea in a bestselling book lat year called The Long Tail: Why the Future of Business Is Selling Less of More -- people have been applying the Long Tail concept to businesses everywhere, both online and offline. At a lecture in May this year held at the Singapore Management University and organised by the Digital Media Academy of Singapore, Anderson talked about the long tail phenomenon and how it can be applied to everything from Amazon.com to LEGO robots.
The 'Big Think Strategy' For Creativity And Innovation: Bernd Schmitt's New Book, Knowledge@Smu
The 'Big Think Strategy' For Creativity And Innovation: Bernd Schmitt's New Book, Knowledge@Smu
Knowledge@SMU
Bernd Schmitt, professor of international business at Columbia Business School in New York, is a driving force behind the concept of customer experiential marketing. Schmitt, who also directs Columbia’s Center on Global Brand Leadership, has published six books on the subject, three of them co-authored, with translations in 16 languages. While on a visit to Singapore in June, Schmitt provided Knowledge@SMU with a sneak preview of his new book, Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind, to be published in December.
`Magic Numbers For Sales Management’: Simple Arithmetic For Sales Practitioners And Strategists, Knowledge@Smu
`Magic Numbers For Sales Management’: Simple Arithmetic For Sales Practitioners And Strategists, Knowledge@Smu
Knowledge@SMU
Singapore Management University marketing professor John Davis has just published his third book, Magic Numbers for Sales Management. Davis has led marketing teams in several major American corporations, and is also the founder of a consulting and training company, Brand New View. Magic Numbers for Sales Management pulls together 50 of the most important sales metrics and formulae in a format that is accompanied by examples from many of today’s leading organisations. Davis spoke to Knowledge@SMU about his book as well as sales management in general.
Responsible Branding In Asia: Are Companies Ready?, Knowledge@Smu
Responsible Branding In Asia: Are Companies Ready?, Knowledge@Smu
Knowledge@SMU
Jorg Dietzel was born in Germany in 1961. An advertising industry veteran, he opened his own brand consultancy, Jorg Dietzel Brand Consultants, in Singapore two years ago, and teaches classes on Advertising and Strategic Brand Management at Singapore Management University's Lee Kong Chian School of Business. Dietzel talks to Knowledge@SMU about why companies in Asia need to re-brand themselves as responsible corporate citizens or face losing out to competitors.
Online Campaigns: The New Way Marketers Can Reach Out To Chinese Consumers, Knowledge@Smu
Online Campaigns: The New Way Marketers Can Reach Out To Chinese Consumers, Knowledge@Smu
Knowledge@SMU
As the number of netizens in China continues to increase at a torrid pace -- reaching more than 140 million users by early 2007 -- companies keep searching for ways to incorporate the Internet into their marketing campaigns. Through interactive digital marketing, companies hope they can tap into the growing trend of online participation by Chinese consumers and thus influence public perception of their brands. China Knowledge@Wharton interviewed experts in the field and looked at consumer brands, like Pepsi and Samsung, that are at the forefront of efforts to engage consumers in the creative process.
Sustaining Corporate Growth Requires 'Big I' And 'Small I' Innovation, Knowledge@Smu
Sustaining Corporate Growth Requires 'Big I' And 'Small I' Innovation, Knowledge@Smu
Knowledge@SMU
All companies, from major multinationals to start-ups, face a common challenge: how to keep growing. These firms find it difficult to sustain growth because they become risk averse, opting for safer incremental product and service improvements instead of more rewarding, but riskier, major initiatives, according to a study by Wharton marketing professor George S. Day. Companies, Day says, need to better understand the risks inherent in different levels of innovation and achieve a balance between BIG I innovation and small i innovation.
The 'Myth Of Market Share': Can Focusing Too Much On The Competition Harm Profitability?, Knowledge@Smu
The 'Myth Of Market Share': Can Focusing Too Much On The Competition Harm Profitability?, Knowledge@Smu
Knowledge@SMU
Business has long been likened to warfare, according to Wharton marketing professor Scott Armstrong, so it is hardly surprising that companies strive to beat their competitors and wrest away as much market share as possible. But such efforts not only waste time and energy, they can actually be detrimental to the firm's profitability, according to Armstrong. Based on new research and examples from today's business environment, Armstrong and co-author Kesten Green suggest that overemphasis on market share is the wrong approach. --------------------------------------------------------------------------------