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Communication

77 articles found in this category.

Keeping Customers Isn’t So Easy

July 2015 Communication, Selling

There are other fields – like airlines and hotels – where providers have invested heavily in customer loyalty programs. Here these programs are effective as long as the provider can fly to the right destination of the hotel company has a property there. When that is not the case, the customer seeks other choices and may be attracted into competitors’ customer loyalty programs.

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Cost-Plus or Value-Based (Services)

June 2015 Communication, Pricing

Value-based pricing talks about pricing based on whether a product provides more or less perceived value with respect to the next best alternative. In the case of professional services however there is a slight difference — since there is the “human touch” involved we can’t be sure whether the next best alternative is a true alternative at all.

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Why J.C. Penney’s New Strategy Won’t Work

April 2013 Communication 1 Comment

A few months ago I reported on a visit to J.C. Penney and commented on my disappointment with the look and feel of the store. What I saw was CEO Ron Johnson’s new strategy. The basis of this strategy is a return to the roots of the company through its “Fair and Square Every Day” philosophy. The problem with this strategy is that it is, in the words of Wharton Professor George S. Day, an “inside-out” strategy instead of an “outside-in” approach.

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Launching LeBron X Nike Plus at a $300 + Price Target: An Evolving Case in Price Communication and Public Relations

September 2012 Communication 1 Comment

This fall, Nike is rumored to be launching the above $300 LeBron X Nike Plus basketball shoes. What was expected to be a highly promising product launch has morphed into a management and political quagmire regarding its high price, potential violence, and target market abuse. What should Nike do?

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