marketing analytics

How to Market a Product’s Unexpected Benefit
WADHWA, Monica | CHATTOPADHYAY, Amitava | KIM, Christine | 王文博

Every so often, a company learns that its product has unanticipated additional benefits. For instance, the bra ...

Harbingers of Failure

Managing new products is important for many firms. One challenging problem is how to predict the success of a ...

Harbingers of Product Failure (and Success)

Managing new products is important for many firms. One challenging problem is how to predict the success of a ...

Harbingers of Failure
ANDERSON, Eric T | 林松 | SIMESTER, Duncan | TUCKER, Catherine

Managing new products is important for many firms. One challenging problem is how to predict the success of a ...

Under Pressure: Consumers’ Responses to Context-based Marketing
川口康平 | UETAKE, Kosuke | WANATABE, Yasutora

Consumer demographics, product attributes, and purchase history has long been at the heart of marketing commun ...