Marketing Sales

STANFORD GRADUATE SCHOOL OF BUSINESS—Want to lose weight in 2011? You've got a better chance of pulling it off if you tell yourself, "I'd like to slim down and maybe lose somewhere between 5 and 15 pounds this year" instead of, "I'd like to lose 12 pounds by July 4." In a paper to be published in...
STANFORD GRADUATE SCHOOL OF BUSINESS —How do you pay your sales force in a way that motivates them to do the best job possible? The U.S. economy spends an estimated $800 billion annually compensating sales forces, almost three times the amount devoted to advertising, yet sales force compensation...
STANFORD GRADUATE SCHOOL OF BUSINESS—’Tis the season, and if you’re like most people you’ll probably end up dropping a heftier sum of cash than you’re comfortable with on presents for loved ones and colleagues. The findings of a recent study, however, might encourage you to think twice about what...
STANFORD GRADUATE SCHOOL OF BUSINESS — Product creators whose offerings or expertise are more clearly associated with one or two product categories have better sales than those whose goods or professional identity span multiple categories, according to a recently-published study. The more focused...
STANFORD GRADUATE SCHOOL OF BUSINESS—Direct-to-consumer advertising may help a drug company's competitors as much as it helps the advertiser's product by expanding demand for an entire category of drugs. On the other hand, well-timed advertising directed to doctors tends to boost sales of the...
STANFORD GRADUATE SCHOOL OF BUSINESS—The drugs your physician prescribes may well depend on the behavior of an opinion leader in his or her social network in addition to your doctor's own knowledge of or familiarity with those products. Pharmaceutical firms, pay attention. Marketing to opinion...
STANFORD GRADUATE SCHOOL OF BUSINESS—Marketing has always been the voice of the customer--a conduit through which the rest of the company can hear the wishes of its customers. With the Internet, the voice of the customer becomes a shout, says GSB faculty member Ward Hanson. Early online marketing...
STANFORD GRADUATE SCHOOL OF BUSINESS—You're trying to catch the digital photography wave. You've set up a hot-looking website, picked features and price points the competition can't beat, and you're attracting lots of customers. Then kaboom! A careless technician hits the wrong key and hundreds of...
STANFORD GRADUATE SCHOOL OF BUSINESS—"Less is more" is not an adage you're likely to find in marketing. When it comes to selling goods, conventional wisdom affirms that more is indeed more—offering a greater array of product options increases the likelihood customers will find what they need and...
STANFORD GRADUATE SCHOOL OF BUSINESS—Most Broadway plays charge a startling variety of prices for tickets. That person sitting next to you in the back of the orchestra might have paid a premium by ordering over the phone—or stood on line at a discount ticket booth and forked over half of what you...

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