Article:Companies of the not-too-distant future will be able to reach out and touch their customers any time, wherever their customers may be. This excerpt from the Harvard Business Review explains how a few savvy companies are already getting a head start.
Article: Cost transparency is the new reality, says Indrajit Sinha in the Harvard Business Review, and "those managers who best understand the dynamics of cost transparency on the Net will be most prepared for the challenge."
Article: Marketers have a whole new game to learn in the digital revolution, and the greatest benefit, says HBS Professor John A. Deighton, will go to those who comprehend and embrace the new medium most quickly. But, adds Deighton, that's unlikely to be a simple task.
Article: Thanks to online newsgroups, the term "word of mouth" has new meaning -- and new possibilities for learning from the market. HBS assistant professor David Godes teamed with Dina Mayzlin of Yale's School of Management to research online buzz and write an HBS working paper about it. Plus: Q&A.
Article: The "if you build it, they will come" days of the Web are behind us. The companies that make it from Web wannabe to the ranks of the online elite will be those that make brand-building a strategic priority, says Phil Carpenter, author of eBrands: Building An Internet Business At Breakneck Speed (HBS Press).
Article: Online music retailer CDnow was a pioneer in the development of affiliate marketing on the Web. But CDnow is hardly alone in its success: revenue-sharing marketing strategies have become a Webwide trend.