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What Marketers Are Talking About - March 2015

ARTICLE
The power of sensory marketing in food ads
University of Michigan’s Aradhna Krishna is a pioneer in the field of sensory marketing. She discusses recent findings on how marketers can improve food advertising.
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REPORT
Why referral programs work so well
Christophe Van den Bulte, Emanuel Bayer, Bernd Skiera, and Philipp Schmitt examine the post-acquisition benefits of customer referral programs, and suggest ways that managers can make them more profitable.
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WEBINAR
Disrupting markets and building brands
Emerging markets have created a new breed of multinational competitors. Amitava Chattopadhyay discusses drivers of their success and competitive approaches for incumbents.
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ARTICLE
Marketing and the “nostalgia effect”
A sense of nostalgia-evoked social connectedness weakens people’s desire to have, hold onto, and obtain money.
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ARTICLE
How product emotions can captivate customers
“Here’s an opportunity for your products and services to really reach deeply and have great impact,” says Carnegie Mellon’s Peter Boatwright.
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ARTICLE
What to do when your product fails
Solid evidence on what works best in communicating with unhappy customers.
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