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Marketing  :  Strategy marketing

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Experience: the new heart of value creation

N° 275, April 2017

Based on L’expérience : le nouveau moteur de l’entreprise, by Christophe Rebours and Inès Pauly (Diateino, October 2016); “Why the Millions We Spend on Employee Engagement Buy Us So Little” by Jacob Morgan (Harvard Business Review, March 2017); “How Satya Nadella is making Microsoft cool again, and taking on Apple and Amazon” by Paul Smith (Financial Review, November 2016)

The “experience”: a new driving force for your company

N° 275, April 2017

Based on L’expérience : le nouveau moteur de l’entreprise, by Christophe Rebours and Inès Pauly (Diateino, October 2016).

The Experience, or How Microsoft Got Back in the Race

N° 275, April 2017

Based on “How Satya Nadella is making Microsoft cool again, and taking on Apple and Amazon” by Paul Smith (Financial Review, November 2016); “How Microsoft CEO Satya Nadella did what Steve Ballmer and Bill Gates couldn’t” by Matt Weinberger (Business Insider, January 2016) ; “Satya Nadella, l’homme qui réenchante Microsoft” by Romain Guegneau (Les Echos, February 2012) ; “Microsoft’s New CEO Nadella Says Secret To Success Is ‘Renew’ Or Die” by Connie Guglielmo (Forbes, April 2014).

Improve your customer service by creating an outstanding employee experience

N° 275, April 2017

Based on L’expérience, le nouveau moteur de l’entreprise by Christophe Rebours and Inès Pauly (Diateino, December 2016) and “Why the Millions We Spend on Employee Engagement Buy Us So Little” by Jacob Morgan (Harvard Business Review, March 2017).

How to keep your customers hooked

N° 257, June 2015

Based on Hooked: How to Build Habit-Forming Products by Nir Eyal (Portfolio, November 2014), “The Best CMOs Combine 4 Leadership Styles” by Jake Sorofman (Harvard Business Review, May 2015); “The Rebirth of the Chief Marketing Officer” by Martin Roll (Insead Knowledge, January 2015); “What Every CEO Should Expect From Their CMO” (SAP, 2013) and the Interview with Kuwat Amad, head of operational marketing at Telkomsel, Indonesia, May 2015.

The incredible success of inbound marketing

N° 257, June 2015

Based on “State of Inbound 2014” by Joe Chernov (Hubspot, September 2014), Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers by Brian Halligan and Dharmesh Shah (Wiley, September 2014), “The Greatest Misconception in Content Marketing” by Rand Fishkin (Moz, April 2014), “Jessica Meher, CMO HubSpot, Paris June 3 at Inbound Marketing Day” by Jérôme D. Simon (International HubSpot User Group Paris, May 2014), “5 Companies With Inbound Marketing Strategies That Work” by David Klein (Mashable, September 2012).

Mobile Revolution

N° 226, May 2012

Based, among others, on The Impulse Economy: Understanding Mobile Shoppers and What Makes Them Buy by Gary Schwartz (Atria Books, November 2011) and “If you love something, let it go mobile: Mobile marketing and mobile social media” by Andreas M. Kaplan (Business Horizons, March 2012) and the case “Sephora Direct: Investing in Social Media, Video, and Mobile” by Elie Ofek and Alison Berkley Wagonfeld (Harvard Business School, June 2011).

Tailoring Marketing Strategies to New Consumers

N° 200, October 2009

How can companies ensure long-term growth at a time when consumers are spending less? Based on “How to Market in a Downturn,” by John A. Quelch and Katherine E. Jocz, Harvard Business Review, April 2009, and an interview with Sir Martin Sorrell, CEO, WPP. Focused based on “How to Market in a Downturn,” by John A. QUELCH and Katherine E. JOCZ, Harvard Business Review, April 2009, and an interview with Sir Martin SORRELL, CEO, WPP.

Market Rebels

N° 197, June 2009

How can you channel collective resistance and turn it into positive energy for change and innovation? Based on Market Rebels by Hayagreeva Rao, Princeton University Press, December 2008, and the interviews de Robert Sutton, professor of management science and engineering, Stanford University andJohn Lilly, CEO, Mozilla Corporation, June 2009.

References : 9    
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