VIEWPOINT
How B2B Marketing is Learning from B2C
ARTICLE SEARCH
Discover, Develop, Research, Learn
FILTER ARTICLE TYPE
FILTER TOPIC
FILTER BY PROVIDER
- Aston University Corporate Client Solutions
- Cambridge Judge Business School, Executive Education
- Cass Business School
- Center for Creative Leadership (CCL®)
- Columbia Business School Executive Education
- Cranfield School of Management Executive Education
- Darden Executive Education
- Emlyon Business School Executive Development
- Emory Executive Education – Goizueta Business School, Emory University
- ESADE Business School
- Georgetown McDonough School of Business
- Henley Business School
- Hult Ashridge Executive Education
- IESE Business School
- IMD
- INSEAD
- Kellogg School of Management, Northwestern University
- London Business School
- Management Centre Europe (MCE)
- Michigan Ross School of Business, University of Michigan
- MIT Sloan Executive Education, MIT Sloan School of Management
- Rotman School of Management, University of Toronto
- RSM - Rotterdam School of Management
- Saïd Business School, University of Oxford
- Schulich Executive Education Center, Schulich School of Business, York University
- The Wharton School, University of Pennsylvania
- UBC Sauder School of Business
- University of Bath
- University of St. Gallen, Executive School of Management, Technology and Law
- Vanderbilt Executive Education
- Warwick Business School (WBS)
NEWS
Strategic Marketing for the Digital Age
Michigan Ross program to future-proof B-to-B and B-to-C marketing strategies
VIEWPOINT
A Hybrid Digital Strategy Is Key
Why your company needs a hybrid online-offline strategy to win the digital disruption battle
VIEWPOINT
6 Drivers of Brand Desire
Be authentic and unexpected – being predictable can kill your brand desire
RESEARCH
Value Creation from Big Data
4 capabilities companies need to harness big data to create value
VIEWPOINT
Digital’s Commercial Imperative
4 Principles of Digital Transformation: Customer Experience, Innovation, Collaboration, and Co-creation
RESEARCH
When Customers See CSR as a Negative
Don’t assume that all of your customers see the benefits of your corporate social responsibility initiatives; some only see the costs.
VIEWPOINT
Who Should Lead Digital Innovation: CMOs or COIs?
Digital transformation is happening and companies need to sort out how they will operate
VIEWPOINT
The Art of Managing Reputational Risk
A company’s reputation is the most valuable asset that a company possesses, and yet, Tuck's Professor Paul Argenti says, many companies put their reputations at risk through activities or communications that don’t align with their stated values.
RESEARCH
From Rumour to Fact - A Question of Certainty
Lessons on managing communications more effectively from Apple and McDonalds
