Marketing

Fresh Pick of the Day, January 7, 2014 – “The Art and Science of Sound: How Music Influences Consumers”

From Knowledge@Wharton – “There is an art and a science to composing sound designed to promote a product or company, he noted. In the digital era, where businesses are competing for customers whose attentions are drawn to a million different things in the course of a day, selling sound goes beyond creating a cutesy jingle.In corporate America, branding must be monetized.”

 

 

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Podcast # 4: How to measure effectiveness of marketing efforts

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From Business Rhythm with Frank and Jamie – An increasing number of companies have actually started using marketing metrics as a result of pressure from top management to justify spending on marketing. These firms may either have their own team dedicated to marketing metrics or they may engage consulting firms to build their marketing measurement capabilities.

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Podcast # 3: Why Consumers Love KFC, McDonald’s and Krispy Kreme (Part 3)

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In today’s consumer market, food retail chains need to manage the feelings, activities, and sensations that a customer experiences in all possible touch points—from the instance customers see the store from afar, walk in, place their orders, and sit down to eat, to the moment they exit the store.

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Podcast # 2: Why Consumers Love KFC, McDonald’s and Krispy Kreme (Part 2)

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From Business Rhythm with Frank and Jamie: “In our last podcast, we discussed great tasting food as one of the keys to keep customers coming to food chains such as KFC. Today, we will discuss another important trait, perhaps the most significant, which is authenticity.”

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Podcast #1: Why Consumers Love KFC, McDonald’s and Krispy Kreme (Part 1)

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From Business Rhythm with Frank and Jamie: “There are three common qualities of these stores which explain their customer loyalty and success. The first common quality among successful restaurants or food chains is great tasting food.”

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Fresh Pick of the Day, December 4, 2014: “Does Social Impact Demand Financial Sacrifice?”

From Knowledge@Wharton – “Social impact investing — making investments to achieve social and environmental goals while at the same time earning financial returns — has been enjoying a groundswell of interest in the last several years. While arguably having started in the late 1960s when the Ford Foundation began making mortgage loans to African-Americans who were being redlined by banks, it has only begun to gain currency in the last 15 years. The term “social impact investing” itself was not widely coined until 2007. In the last 10 to 15 years, the number of social impact funds has grown from a handful to several hundred. Since 2012 alone, the number of funds globally has increased from at least 206 to 316. Assets have grown from at least $13 billion to $23 billion, according to the Global Impact Investing Network (GIIN), an industry trade group.”

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Fresh Pick of the Day, November 27, 2014: “Why Time — Not Money — Is the Key to Happiness”

From Knowledge@Wharton – In a series of papers — “Happiness from Ordinary and Extraordinary Experiences,” co-authored with Dartmouth professor Amit Bhattcharjee; “How Happiness Affects Choice” and “The Shifting Meaning of Happiness,” both co-authored with Stanford professor Jennifer Aaker and MIT professor Sep Kamvar; and “The Pursuit of Happiness: Time, Money and Social Connection” — Mogilner looks at the different experiences and emotions that factor into human contentment, finding that happiness isn’t just one thing, but also isn’t as unique to each person as we might think.

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Fresh Pick of the Day, November 17, 2014: “How leaders emerge in online communities”

From Knowledge@HEC – “The researchers’ findings indicate that leaders are mainly distinguished by their task-based behaviors. They contribute knowledge by answering queries, sometimes sharing programming code, and giving personal assessments. Tenure (duration of membership) and participation were positively associated with being identified as a leader, but the number of questions asked by a participant had a negative association, which indicates that a leader is more likely to provide answers than questions. The researchers also rated postings for the existence and frequency of sign-offs, thanks, and personal anecdotes — signs of sociability within online communities — and found that sociability was less significant than knowledge contribution. However, Sri Kudaravalli warns not to conclude based on this finding that sociability is unimportant in all online communities, just that it is not as important as knowledge contribution in the communities studied, which are all dedicated to sharing technical expertise. Sri Kudaravalli explains that in technical forums, such as those dedicated to programming, there are, often, correct and incorrect answers to questions; on the other hand, in online communities organized around social support or political action, relationships and sociable behavior of influential members may be valued more.”

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