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Marketing

Marketing provides the latest trends, strategies, and tools to help you connect with your audience and drive growth.

What is a Customer Journey Map & why is it important?

Successful business is about more than just a “rinse and repeat” of what you’ve always done. As a business leader, you need to make strategic decisions, diagnose and treat issues within your company, and implement needed changes. How can you make these kinds of decisions with confidence? A customer journey map is a powerful tool […]

Improve your marketing strategy with Porter’s Five Forces

In the world of business, the pressure to make informed decisions mounts by the day. Wouldn’t it be transformative to have a strategic tool in your arsenal to ensure your startup stays ahead of the game? The dynamic landscape of industry competition has always been elusive. But back in 1979, a beacon of clarity emerged […]

A complete guide to successful Customer Analysis

If you want your business to succeed, you must understand your customers. This is where customer analysis is critical. When companies understand their customers, they can serve their needs better. When customers’ needs are better served, they become loyal and profitable. Knowing precisely what your customers want or what makes them tick will help you […]

“Where to play and how to win.”

Learn more about marketing at IMD, as Goutam Challagalla, Professor of Strategy & Marketing, highlights how marketing has deeply transformed and continues to change by the day.

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Why Chinese companies are betting big on the Euro 24 tournament

Leading Chinese companies are preparing to take advantage of exposure and opportunities as top sponsors and suppliers to the UEFA EURO 2024 Men’s Soccer Tournament (Euro 24) — played by European teams thousands of kilometers away from China. 

Competitiveness Innovation Strategy

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A marketing playbook for sustainable products

Marketing campaigns for sustainable offerings often fail, leaving businesses with products that do not sell. How can companies reach customers more effectively?

Sustainability Strategy Marketing

Case Study

Nespresso: Strategy reset for growth: The youth market (Abridged)

Nespresso, the global leading brand in portioned coffee, is facing an existential threat. The company’s current market base, which consists primarily of aging consumers, is likely to decline in the medium to long term. To compensate for the certai…

Marketing Strategy Sustainability

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How AI gives Taobao’s one billion customers the personal touch [Video]

Chris Tung is President of Strategic Development at Chinese e-commerce multinational Alibaba Group. He tells Amit Joshi how the company is integrating AI to optimize its customer experience.

Artificial Intelligence Customer Centricity Marketing

Harvard Business Review

How to market sustainable products: Three paths to success

Many companies overestimate customers’ appetite for sustainable products, flooding the market with offerings that don’t sell. The reality is, social and environmental benefits have less impact on purchasing decisions than basic product attributes …

Sustainability Global Business Marketing

Case Study

Revier Brand Group, LLC: Will its “sustainability and consistency” brand positioning pay off?

The CEO of Revier Cattle Company, Tom Revier, had been an innovator in sustainable farming and humane livestock practices for over two decades. He and his partner Paul Hillen are considering whether they should launch a branded differentiated prod…

Sustainability Marketing

Case Study

Nespresso: Strategy reset for growth: The youth market

Marketing Strategy Sustainability

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In search of a bag with a tag – and more

Frédéric Dalsace of IMD explains how to reassess your products and services in terms of their “action generators” – the extent to which they convince the customer to buy.

Strategy Marketing Customer Centricity

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NPS: A (somewhat) useful metric, not a magic wand

Net promoter score has been heralded as one of the most useful metrics available to businesses today – but companies need to understand its limitations and avoid misusing it, warns Frédéric Dalsace, Professor of Marketing and Strategy at IMD.

Innovation Customer Centricity Marketing

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Learning from your customers: Why Bob matters

Your customers can tell you everything you need to know to build your business, says Professor Frédéric Dalsace of IMD provided you pick the right ones to learn from

Customer Centricity Marketing

Case Study

Rituals Cosmetics: Building the world’s leading well-being brand in Asia

Rituals, founded in the Netherlands in 2000 by Raymond Cloosterman, has had double digit growth over the last 15 years. It had taken the European beauty industry by storm, opening two to three stores weekly. At its current pace, Rituals would soon…

Marketing General Management

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Marketing was the child of globalization but will be the parent of sustainability

Marketing often gets a bad rap due to its association with the excesses of capitalism, but it can play an important role in driving more sustainable business practices and consumption patterns, says Frédéric Dalsace.

Sustainability Marketing

Case Study

Denner: The strategic challenge for a Swiss retail discounter

Denner AG is a leading food discount retailer in Switzerland. It has 591 of its own stores and 269 run as a franchise called Denner Partner; its revenues amount to about CHF 4 billion. Historically 25% of Denner’s revenue has come from alcohol and…

Strategy General Management Marketing

I by IMD Magazine

Inclusive by design: How to make it part of your DNA and not just a quick makeover

Aside from the moral imperative, there are clear benefits for companies that embrace the principles of inclusive design. Vanessa Patrick and Candice Hollenbeck offer a step-by-step framework to ensure your products and services meet the needs of a…

Leadership Diversity and Equity and Inclusion Marketing

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Why CMOs should be listening to the consumer on data

Changes to data-privacy regulations require CMOs to rethink their strategies, warns Öykü Işık, Professor of Digital Strategy and Cybersecurity at IMD.

Leadership Marketing Technology Management

Case Study

Pioneering customer experience transformation in Saudi Arabia’s Ministry of Human Resources and Social Development

The Human Resources and Social Development Ministry (HRSD) was one of the largest and most important ministries in Saudi Arabia, with 22,000 employees serving more than 30 million customers and beneficiaries. The ministry consisted of four sectors…

General Management Human Resources Leadership

Book Chapter

Nuove P

The New Words of Marketing is a work that takes stock and allows you to orient yourself in the territories of a discipline that is in the midst of profound changes, proposing a selection of 50 keywords of the new marketing. Thanks to the contribut…

Marketing

We Wealth

L’impatto degli scandali sul brand nelle imprese familiari

Family businesses often communicate their status through branding. In analyzing the different types of brands of family businesses, research shows how the adoption of family name-based brands, combined with a customer-centric strategy, boosts the …

Family Business Branding Marketing

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The next frontier of AI in marketing

The adoption of AI in marketing continues at pace—but to realize its true potential, chief marketing officers (CMOs) need to learn how to use it to drive wholesale change in their marketing strategies.

Technology Management Marketing Artificial Intelligence

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Driving diversity into product innovation

Some companies are recognizing the benefits of creating new products and services for traditionally under-served audiences. But many more would benefit from doing the same.

Strategy Sustainability Marketing

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Why CMOs are moving on when they should be stepping up

As marketing leaders stay in their roles for shorter and shorter periods, turnover of CMOs is becoming an issue – but a shift in mindset could reverse that trend

Human Resources Strategy Leadership

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Marketing in the metaverse: Time to explore, experiment and learn

As the metaverse expands its business reach and gets hold of the public consciousness, how should CMOs position themselves to make the most of its exciting opportunities?

Innovation Marketing Future Readiness

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The purpose of purpose-driven marketing

Consumers want companies to go further in addressing issues that affect wider society. For those willing to do so, a marketing-led competitive advantage is up for grabs.

Marketing Purpose

Book Chapter

If you post, they will follow: Understanding the dynamics of the influencer marketing industry

An increasing number of companies pay online influencers on YouTube, Instagram, or Tumblr, to talk or display their products. Influencers have fundamentally changed the customer decision journey by intervening in a manner that does not feel like m…

Marketing

Discover our world-leading Marketing programs

Join us as we explore the ever-evolving marketing landscape, empowering you with the knowledge and inspiration to make a lasting impact.

Online

Marketing Strategy in the Digital Age

Recreating customer value through digital

Rethink your marketing strategy and value creation through the lens of digital, and change the competitive game.

On campus

Digital Marketing Strategies

Master the skills of online-offline marketing

Learn how to create, capture and deliver value in a digital world.

On campus

Digital Strategy and Analytics

Connecting digital strategy with data analytics

Build an integrated understanding of digital strategies and data analytics.

Online

Strategy Execution

Lead your strategic initiative to successful implementation

Overcome the key challenges inherent to strategic change, and learn practical frameworks to successfully implement your strategic projects and initiatives.

Leadership

Harness the power of leadership and management.

Family Business

Build the foundations to a long-lasting family business.

Innovation

Drive the right strategies to cultivate innovation in your organization.

Sustainability

Develop strategic skills to lead your organization towards a sustainable future.

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