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Marketing

How to communicate your value – segmentation, targeting, positioning

Why Can’t Kmart Be Successful While Target and Walmart Thrive?

What can arts organizations learn from the successes and failures of these three discount retailers?…

Unlocking the elusive potential of social networks

We often hear arts leaders asking about how to use social media. This McKinsey Quarterly article offers a good frame for looking at social media.

How Hospitality Companies are Using Social Media for Real Results

An interesting look at how a few smart organizations have integrated social media into their work.

A new way to measure word-of-mouth marketing – McKinsey Quarterly – Marketing – Strategy

Assessing its impact as well as its volume will help organizations take better advantage of ‘buzz.’

The Outside-In Approach to Customer Service — HBS Working Knowledge

An interesting Q&A in which Harvard Business School Professor Ranjay Gulati describes how companies can evolve through four levels to become more customer-centric.