Harvard Business Review

FEBRUARY 12, 2016

In 1933, General Motors President and CEO Alfred Sloan established the automobile industry’s first full-time consumer research department under the direction of Henry “Buck” Weaver, a pioneer in market-based decision making. Because of the exponential growth of social media in recent years, and the fact nearly half of U.S.

Media 8

Media Automotive Globalization Active Listening 8

Harvard Business Review

OCTOBER 27, 2011

In essence, the more you listen to customers, the better you will serve them and the more they will sing your praises — doing your marketing for you. The bigger the potential customer base, the more it can sample when listening — a benefit that does not play out when talking.

Marketing 11

Marketing Automotive Advertising Benchmarking 11

Harvard Business Review

DECEMBER 18, 2017

In the age before the digital revolution, marketers used to tell customers about a product and then work through a traditional step-by-step purchase funnel. The lessons from the fans of Real Madrid, FOX Sports, and NASCAR are relevant across many industries, including consumer packaged goods, retail, and automotive.

Sports 8

Sports Brand Content Industry 8