Integrated Customer Experiences
|Consumers are increasingly in control of the information flow. And marketers now have the ability to customize experiences, offers, and content. The key issue is getting marketing “right” in real time, whether B2B or B2C. How should firms design and serve up their offerings so that they are relevant in context — hitting just the right “notes” at the right point in the path to purchase or decision journey?|
Funding Initiative Aims to Develop New CX Tools and InsightsJan 07, 2016
“Managers are faced with an overwhelming set of issues and challenges relating to customer experience. They need empirically-based guidance for best practices and new approaches to customer experience management today,” noted Executive Director Kay Lemon.
The New Rules of Branded Content MarketingDec 20, 2015
Marketers, proceed with caution: Consumers want to socialize on social media.
A Framework for Understanding and Managing the Customer ExperienceDec 2, 2015 Arne De Keyser, Katherine N. Lemon, Philipp Klaus, and Timothy L. Keiningham, 2015, 15-121
Develops an integrative framework to define and describe the concept of customer experience (CX); develops a three-stage cyclical model of the interrelationship of CX, customer value, and customer engagement.
Modern Marketing Is Business-to-Person MarketingJul 24, 2015
Video featuring Jon C. Iwata, Senior Vice President, Marketing and Communications, IBM Corporation
From MSI Board of Trustees Meeting, "A Celebration of Breakthrough Marketing," in Boston, April 23-24, 2015. (Edited)
The Role of Paid, Earned, and Owned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing EnjoymentJul 20, 2015 Mitchell J. Lovett and Richard Staelin, 2015, 15-115
Provides empirical evidence on the relative effectiveness of paid, earned, and owned media in the context of building an entertainment brand; develops a structural model of viewing decisions and applies the model to a new TV show setting.
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