articles 11 to 15 of 321
Marketing to Kids: Toy Sellers' Bonanza or Parental Danger Zone?
As toy companies increasingly use the Internet to market to young consumers, some parents and children's advocates worry that kids are not mature enough to know the difference between advertising and entertainment. They also worry that exposure to these ads -- which often appear on a child's personal electronic device -- are much harder for parents to monitor and control.
From: December 05, 2012
Convincing the Swing Vote: How to Lure 'Non-customers'
Companies spend a lot of time and money keeping their current customers satisfied. That investment increases significantly, experts say, when it comes to luring "non-customers" or "swing voters," those who use a product or service only occasionally. To bring these consumers into the fold, a company must be willing to research, test and experiment, looking for the "sweet spot" product that offers whatever non-customers found lacking in the firm, while also not alienating its existing loyal user base.
From: September 26, 2012
Turning the Retail 'Showrooming Effect' into a Value-add
With the rise in popularity of smartphones and the proliferation of online retailers, showrooming -- the practice of browsing products at one store but buying them elsewhere to get a better price -- has become a growing problem for bricks-and-mortar retailers. The key to combatting showrooming, experts say, is to resist the temptation to block customers' efforts at price comparisons, which are only going to become easier as technology evolves. Instead, retailers should capitalize on the advantages that bricks-and-mortar stores can bring and experiment with new ways of offering an omni-channel shopping experience.
From: September 26, 2012
'Moral Decoupling:' How Consumers Justify Supporting a Tarnished Brand
The breaking news on Lance Armstrong's decision to give up his fight against accusations of performance enhancing drug use is just the latest example of the countless popular figures, companies and brands that have found themselves at the heart of a public scandal. However, some of these entities not only survive a crisis, but thrive beyond it. In a recent research paper, Wharton marketing professor Americus Reed and two Wharton doctoral students explore the role of "moral decoupling" -- or when consumers separate out morality from other considerations -- in how those companies, brands and public figures are judged in the court of public opinion.
From: September 12, 2012
Finding the Right Tool to Unlock the Power of Data
In today's business world, managers have an arsenal of increasingly powerful tools to translate their data into decisions. But the growing number and sophistication of available data sets -- as well as the modeling tools used to analyze them -- have created a challenge for managers: how to select the right tool to use with the given information. In a new paper, Wharton marketing professors Eric Bradlow and Peter Fader and PhD student Eric Schwartz present a way of "picking the winner" that is "sophisticated in its science but quite simple in its practical application."
From: August 29, 2012
