Harvard Business Review

AUGUST 4, 2017

Sponsored by DXC Technology. A D2C initiative can involve one platform or many, depending on things like image, objectives, target audience, and what’s feasible in a given market. The cosmetic company responded with a new product, and backed it up with a dedicated consumer marketing plan. Make room for new technologies.

Retail 8

Retail Brand Apparel Discount 8

Harvard Business Review

OCTOBER 23, 2014

Let’s look at the Americas Field Marketing organization for Cisco Systems, as an example of this three-step process. For two years, this nearly 130-person unit had worked hard to drive customer relevance, generate demand, and increase loyalty in partnership with its sales teams across North, South and Central America.

Team 9

Team Short-term Attrition Marketing 9

Harvard Business Review

OCTOBER 20, 2015

Marketers have long known that stories capture consumers’ attention and they commonly weave storytelling into their marketing messages. In fact, while the total tourism market in Amsterdam grew 19 percent from 2009 to 2014, the Heineken Experience grew 143 percent. The New Tools of Marketing. Consumers opt in.

Brand 8

Brand Storytelling Trout Retail 8