Do Good and Talk About It! How Financial Valuation and External Reporting of Marketing Assets Benefits Companies

Do you know the financial value of Gatorade’s or Netflix’s customer base? If your answer is no, you are not alone. Firms provide little external information about the financial value of their marketing assets such as brands and customer relationships. It may be time for managers to rethink this approach. Pressure to be accountable can … ادامه

Call for Papers | Journal of International Marketing: Marketing’s Role in the Management of Fast-Evolving Global Supply Chains

Overview Globalization and digitalization have reshaped global supply chain operations (Alicke et al. 2023). In particular, geopolitical disruptions such as the China–U.S. trade war, Brexit, and Middle East tensions have triggered the reconfiguration of global supply chains for many global companies (Bednarski et al. 2023; Henrich et al. 2022). The Russia–Ukraine war has further accelerated … ادامه

Do Photos Complement or Substitute for Text?

Journal of Marketing Research Scholarly Insights are produced in partnership with the AMA Doctoral Students SIG – a shared interest network for Marketing PhD students across the world. A 2018 survey by the Pew Research Center found that an overwhelming majority (93%) of Americans often read customer reviews and ratings when buying a product or … ادامه

Laws That Prevent Frivolous Litigation Also Reduce the Likelihood of Product Recalls

The lawsuits that followed the discovery of technical problems with Boeing’s 737 Max show that managers can be held personally liable by shareholders for neglecting fiduciary duties. “Known as a shareholder derivative complaint, such legal actions seek to hold company officials responsible for alleged missteps and could result in defendants or their insurers paying monetary … ادامه

The Future of (C)TV is Now

This free event is now available for on-demand registration and access through October 29, 2024. Once registered, the on-demand content will become available. When you open your favorite streaming app, you expect exciting updates: frequently refreshed content, an occasional redesign, or even new quality-of-life improvements. What you might not realize is that advertisers see the … ادامه

The Power of Professionally Branded Emails

Optimize the high volume of existing 1:1 emails to boost lead generation, improve conversion, and drive revenue.Learn how using professionally branded emails can personally engage your audience with insights from Exclaimer’s research report. Based on surveying over 1000 marketers across the United States, our research shows that adding professional email signatures to your marketing strategy … ادامه

Can the On-Demand Model Work for Online Educational Platforms Like Coursera? A New Study Investigates

In 2011, the online education industry catered to around 300,000 consumers. In 2021, it served 220 million, thanks in part to increased enrollment during the COVID-19 pandemic. Traditional universities and institutions are increasingly adopting hybrid course formats. For example, the number of full-time online MBA students surpassed in-person MBA students for the first time in … ادامه

Can Companies Create a Machine That Feels and Cares? Using Generative AI to Provide Empathetic Customer Care

Over the last decade or so, there has been a debate on whether artificial intelligence (AI) can handle customer emotions and replace humans when it comes to building long-term relationships with customers. In a new Journal of Marketing article, we explore how companies can use generative AI (GenAI) to provide empathetic customer care that can … ادامه

How to Measure the ROI of Your Brand: 7 Important Metrics

Measure the success of your brand strategy using these key metrics that indicate brand growth. Having a precise picture of the return generated by your brand can help guide the direction of your strategy. Learn 7 ways to measure your brand’s ROI, and how you can use that information to further improve your company. Download … ادامه

Competitive Intel Newsletter Guide & Template

Industry best practices and real-life advice from ten Klue customers and experts. Sending a competitive intel newsletter is the easiest way to distribute competitive intel across your organization.  But writing a GREAT competitive intel newsletter… not so easy.  That’s why we put together a competitive intel newsletter guide with the help of Klue experts, customers … ادامه