Business Education Resources Blog - MBTN Academy
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Business Education Resources Blog

Articles of interest for business education, marketing metrics/analytics, entrepreneurship, and strategy.

In a recent INFORMS Marketing Science article, Arun Gopalakrishnan of Rice University and his colleagues completed a study based on a national hair salon regarding the impact of a simple loyalty program.  The big surprise to Professor Gopalakrishnan was that the loyalty program "didn’t increase the value of this program by getting people to go to the stores more often or spend more money on their visits, the main upside of the program was it got people to stick around with the firm as opposed to walking out and taking their business to other competitors."...

Pricing decisions are among the most challenging and important decisions a company / manager / entrepreneur makes. They have obvious financial implications (think margin, price-volume trade-offs, CLV) but also more indirect implications when it comes to positioning in the mind of the consumer, loyalty, trials, and customer satisfaction....

60 per cent of employers indicated microcredentials would increase their confidence in a prospective employee’s skills, while 74 per cent of working-age Canadians demonstrated interest in microcredentials for either professional development, personal development or both. Learn more about this recent surge in microcredential interest as well as the five marketing metrics certifications offered by MBTN Academy....

Last week, I stumbled upon two articles that stuck in the back of my mind.  Both authors, Roger Martin and Kim Whitler, seem to asking the same question - why is marketing relegated to a secondary / support role at so many organizations when it is of strategic importance? Read more of my thoughts and find the links to these excellent articles in the full post....