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Brands pay millions for mega-influencer endorsements, but new research from Wharton’s Ryan Dew and Raghuram Iyengar finds having more followers doesn't always yield the biggest bang for the buck.
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Entrepreneurs can leverage "dirty creativity" to pitch unusual products that consumers may find objectionable.
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Among advertising sequences, there’s a gold standard to build brand appeal in consumers’ minds.
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For CMOs and their digital marketing organisations, the changes of the past 18 months have come fast, and their full impact has yet to be felt.
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The most common question we hear is, "Where do I start?" The answer is, "Where it makes the most sense from a customer’s point of view."
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Signalling your bottom line reduces your counterparty’s ambitions.
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To find out how user-generated content affects your bottom line, you need a fine-tuned strategy for data analysis.
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When consumers try to estimate a product specification, their best guess depends on whether they believe that they forgot this information or that they were never exposed to it.
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A single "like" on Facebook can reveal deep-seated aspects of an individual’s personality.
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The truth about why salespeople win and lose deals.
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