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Global marketing strategy needs to be balanced with local relevance and response

Marketers are starting to win back the authority to deliver on their brands’ promise
Consumers increasingly are going global yet strong sub-cultures still hold sway. How should marketing strategies keep up with the times?
60-minutesWednesday, July 12, 2017 - 1:00pm

When a new movie or book is rolled out in different formats over time, how do firms get the biggest bang from their advertising and viral campaigns?

“The story we’re looking for is a story of human behaviour”
“Organizations don’t buy products. People in organizations buy products”
Want to improve the consumer’s experience? You probably won’t find the answer in historical data
Marketing strategy must begin with the question: What is the problem that consumers are trying to solve?

A new model that accounts for how consumers view wait-or-buy decisions shows retailers how to harvest higher revenue from deeper discounts

Research reveals the best tactics for entrepreneurs to spread word of mouth via Twitter

How points, badges, and leaderboards can revive a dormant customer relationship

Why doesn’t negative word of mouth happen more often? Because we often feel we’re part of the problem

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