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Featured publications on Marketing

Marketing analytics: Are you a data-savvy marketer?
Article ● Innovation - Marketing - Technology Management June 2022
How to win trust in your ESG communications and marketing

By Richard Benton

Article ● Sustainability - Marketing March 2022
How CEO/CMO characteristics affect innovation and stock returns

By Ya You, Shuba Srinivasan, Koen Pauwels and Amit M. Joshi

Article ● Finance - Marketing
November 2020 Award winner
The joint and multilevel effects of training and incentives from upstream manufacturers on downstream salespeople's efforts

By Sarah Magnotta, Brian R. Murtha and Goutam Challagalla

Article ● Marketing August 2020
Real Impact Marketing

By Stefan Michel and Lisa Simone Duke

Book ● Marketing
139 pages April 2019
Competing by restricting choice

By Hanna Halaburda, Mikolaj Jan Piskorski and Pinar Yildirim

Article ● Strategy - Marketing August 2018
Marketing – TK 2019

By Markus Aerni, Muriel Brinkrolf, Stefan Michel, Katrin ter Hofte-Fankhauser, Hans F. Wälty and Clarisse Pfiko

Book ● Marketing
161 pages December 2017
Marketingkonzept, marktanalyse und marktleistung für marketing- und verkaufsverantwortliche

By Paul Friebe, Stefan Michel, Christoph Portmann, Marcel Reber and Gabriel Schneider

Book ● Marketing - Strategy
256 pages December 2017
Verkauf und services- TK 2019

By Paul Friebe, Susanne Jäggi, Hans-Joachim Mathar, Stefan Michel, Christoph Portmann, Johannes Sheuring and Clarisse Pifko

Book ● Customer Centricity - Marketing
December 2017
Kommunikation für marketing- und verkaufsverantwortliche

By Markus Aerni, Stefan Michel and Christoph Portman

Book ● Marketing - Communication
160 pages December 2017

Academic publications on Marketing

Sascar: The five next years

By Frédéric Dalsace

Case study ● Business to Business - Digital - Disruption - Strategy - General Management - Marketing - Entrepreneurship - Customer Centricity June 2022
Dacadoo (B): Building momentum

By James E. Henderson, Anne Elkaim, Onur Dincer, Frédérique Gremeaux and Vanessa Smets

Case study ● Digital - Strategy - Marketing - General Management - Sustainability - Business to Business May 2022
Dacadoo (C): Ready for take-off

By James E. Henderson, Anne Elkaim, Onur Dincer, Frédérique Gremeaux and Vanessa Smets

Case study ● Digital - Strategy - Marketing - General Management - Sustainability - Business to Business May 2022
Dacadoo (A): Getting started as Quentiq

By James E. Henderson, Anne Elkaim, Onur Dincer, Frédérique Gremeaux and Vanessa Smets

Case study ● Digital - Strategy - Marketing - General Management - Sustainability - Business to Business May 2022
Bobsla: E-motion on snow

By Benoit F. Leleux

Case study ● Sustainability - Entrepreneurship - Growth - Marketing - Pricing - Leadership
January 2022 Award winner
Influencer celebrification

By Gillian Brooks, Jenna Drenten and Mikolaj Jan Piskorski

Article ● Marketing - Advertising November 2021
Mindset drives success

By Lucie Klarsfeld McGrath, Oliver Kayser and Frédéric Dalsace

Article ● Emerging Market - Sustainability - Distribution Channel - Emerging Economy - Marketing - Global Business July 2021
How CEO/CMO characteristics affect innovation and stock returns

By Ya You, Shuba Srinivasan, Koen Pauwels and Amit M. Joshi

Article ● Finance - Marketing
November 2020 Award winner
The joint and multilevel effects of training and incentives from upstream manufacturers on downstream salespeople's efforts

By Sarah Magnotta, Brian R. Murtha and Goutam Challagalla

Article ● Marketing August 2020
Competing by restricting choice

By Hanna Halaburda, Mikolaj Jan Piskorski and Pinar Yildirim

Article ● Strategy - Marketing August 2018

Books on Marketing

Real Impact Marketing

By Stefan Michel and Lisa Simone Duke

Book ● Marketing
139 pages April 2019
Marketing – TK 2019

By Markus Aerni, Muriel Brinkrolf, Stefan Michel, Katrin ter Hofte-Fankhauser, Hans F. Wälty and Clarisse Pfiko

Book ● Marketing
161 pages December 2017
Marketingkonzept, marktanalyse und marktleistung für marketing- und verkaufsverantwortliche

By Paul Friebe, Stefan Michel, Christoph Portmann, Marcel Reber and Gabriel Schneider

Book ● Marketing - Strategy
256 pages December 2017
Verkauf und services- TK 2019

By Paul Friebe, Susanne Jäggi, Hans-Joachim Mathar, Stefan Michel, Christoph Portmann, Johannes Sheuring and Clarisse Pifko

Book ● Customer Centricity - Marketing
December 2017
Kommunikation für marketing- und verkaufsverantwortliche

By Markus Aerni, Stefan Michel and Christoph Portman

Book ● Marketing - Communication
160 pages December 2017

Insights for practitioners on Marketing

Filling digital marketing’s skills gap

By Tomoko Yokoi Global Center for Digital Business Transformation

Article ● Technology Management - Digital - Marketing March 2022
Real Impact Marketing

By Stefan Michel and Lisa Duke

Book ● Marketing
272 pages February 2022
Kineer: A Social Marketing Challenge

By Dominique Turpin, Umashankar Venkatesh, Jones Mathew and Sandeep Puri

Case study ● Marketing
January 2022 Award winner
Luxury brands need to strategize better on customer community, here’s why

By Stéphane J. G. Girod

Article ● Brand Management - Marketing January 2022
Customer centricity, un viaje sin línea de meta

By Frédéric Dalsace

Article ● Customer Centricity - Marketing November 2021
Three charts that show how negative sentiment doesn’t impact the bottom line

By Howard H. Yu, Zuriati Balian and Angelo Boutalikakis IMD Center for Future Readiness

Article ● Digital - Consumer Behavior - Marketing - Organizational Learning - Luxury September 2021
Customer-Led Success Stories
Customer-Led Success Stories

By Charlie Dawson and Seán Meehan

Report ● Customer Centricity - Marketing August 2021
China's Shein has taken the womenswear world by storm. Now what?

By Mark J. Greeven

Article ● China - Marketing - Social Platform July 2021
How to create and sustain a customer-led business
How to create and sustain a customer-led business

By Seán Meehan and Charlie Dawson

Video ● Customer Centricity - Marketing - Strategy June 2021
MIGROS: IS HEALTH CARE THE REMEDY FOR RETAIL?

By Stefan Michel, Renaud Falgas, Jan Kundert, Ashmeet Singh and Hermance de la Bastide

Case study ● Marketing April 2021
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