Marketing

When Does the Real Customer Journey Start? Earlier than You Think

The buyer’s journey does not begin with awareness, as is traditionally thought, but instead before the potential buyer is aware there is even a need, notes the author of this opinion piece.

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Is There a Replication Crisis in Research?

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A recent study co-led by Wharton's Gideon Nave attempted to replicate social science experiments published in top journals, with mixed results.

Why a Data-driven Approach Can Enhance the Art of Logo Design

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Research from Wharton’s Ryan Dew uses machine learning to help companies develop logos that are consistent with their brand identities.

Dunkin’, WW and IHOB: When Do Name Changes Pay Off?

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Changing a company's name is a tricky proposition, but businesses continue to do it with varying degrees of success. Two Wharton marketing professors look at the key considerations.

How Digital Tools Support Hyper-personalized Customer Experiences

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Digital tools supporting hyper-personalized customer services is the business model of the future, notes the head of digital software at Tata Consultancy Services.

Why Time of Day Affects Shoppers’ Appetite for Variety

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New Wharton research finds that shoppers are more likely to seek variety in their buying decisions later in the day.

Marketing to Digital Natives: How Brand Loyalty Is Changing

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Old-fashioned brand loyalty no longer leads directly to customer retention. So how can legacy brands appeal to a new generation that is just a click away from millions of products?

Entrepreneurship Myths: Why You Likely Won’t Be Rich and Famous

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Author Morra Aarons-Mele lays bare some myths around entrepreneurship, including notions about success rates, compensation and the hustle needed to succeed.

‘Land of the Fee’: How Hidden Costs Hurt Consumers

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Americans are paying more than ever in fees, which are tacked on to the price of everything from utility bills to concert tickets. These fees are quietly draining the wallets[…]

Amid the Fantasy, Comic-Con Tackles the Real World

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Comic-Con International: San Diego celebrates superheroes, science fiction and fantasy. But between all the hoopla and cosplayers, some workshops tackle serious issues -- such as this year's "Art During the[…]

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