Editorial

<abstract xmlns="http://www.w3.org/1999/xhtml">

 An increasing number of brands in the marketplace are being linked to social causes. Such enhancements are called embedded premiums (EP) and can be quite effective as a sales promotion strategy. Across three experiments, using a nationwide internet panel, we find that (i) at low denominations EP is more effective than an equivalent price discount, (ii) EP benefits an unknown brand more than a known brand, (iii) an identifiable segment of individuals prefer the “other” over “self,” suggesting possible EP optimization and segmentation strategies, (iv) a customization strategy is shown to be more effective than a coverage strategy. These findings have broad implications for brand managers in regard to resource allocation and EP program ROI. 
</abstract>

McCombs School of Business, University of Texas at Austin, 1 University Station B6700 Austin, TX 78712 Tel: (512) 232-3746 Fax: (512) 471-1034

John P. Morgridge Chair in Business Administration, Wisconsin School of Business, University of Wisconsin- Madison, 975 University Ave. Madison, WI 53706 Tel: (608) 262-1990 Fax: (608) 265-4193

Doing Well While Doing Good. Linking A Social Cause To Product Promotions: Why It Works And How To Make It More Effective

<abstract xmlns="http://www.w3.org/1999/xhtml">

Focusing marketing efforts on the most valuable customers so as to increase company profits is not as straightforward as it seems. There is a downside to customer prioritization such as negative reaction from low priority customers. Taking this into account we still show that prioritizing customers does lead to higher profitability and more return on sales. There are two reasons for this. Firstly, it has a positive effect on the key characteristics of a firm’s relationship with its elite customers while not affecting the lower level. Secondly, it reduces sales and marketing costs. Customer prioritization is more effective and efficient than equal treatment. We also show that firms can rely on six key levers relating to a company’s organizational structure and processes, enabling proper implementation of customer prioritization.
</abstract>

Full Professor of Marketing at the Institute for Market-Oriented Management, University of Mannheim, Germany

Research Associate at the Institute for Market-Oriented Management, University of Mannheim, Germany

All Customers are Equal, but Some are More Equal Should Firms Prioritize their Customers ?

<abstract xmlns="http://www.w3.org/1999/xhtml">

How large and lasting are the effects of word-of-mouth (WOM) referrals versus paid marketing? What is the $ / € worth of a WOM-referral to an Internet social networking site? This study finds that word-of-mouth referrals have substantially longer carryover effects than traditional marketing actions. The long-run elasticity of WOM on site signups is 0.53; about 20 times higher than that of marketing events, and 30 times that of media appearances. Based on revenue from advertising impressions served to a new member of the site, the monetary value of a WOM referral is about $0.75 per year. By sending out 10 referrals, each network member thus brings in $7.50 to the firm; which represents the maximum reward the firm could consider to incentivize word-of-mouth referrals. Managers can use this approach and findings to benchmark metrics for both WOM and traditional marketing, to test changes in online WOM referral content, and to decide on the appropriate size of financial incentives to stimulate WOM. 
</abstract>

Robert H. Smith School of Business, University of Maryland, College Park, MD 20742 Tel: (301) 405-5878 Fax: (301) 405-0146

UCLA Anderson School, 110 Westwood Plaza, Los Angeles, CA 90095

Ozyegin University (Istanbul, Turkey) and at the Tuck School of Business at Dartmouth (Hanover, NH)

Do you Want to Be my “friend”? MONETARY VALUE OF WORD-OF-MOUTH MARKETING IN ONLINE COMMUNITIES

<abstract xmlns="http://www.w3.org/1999/xhtml">

What influence do marketing departments have in companies today? Which factors determine this influence? These are the issues discussed in the present article. Empirical evidence based on data from companies in the Netherlands demonstrates that accountability, innovativeness and customer connections are the three major drivers of influence. The need for a strong marketing department within companies is also discussed, supported by empirical data.
</abstract>

Customer Based Marketing, Faculty of Economics and Business, University of Groningen

Faculty of Economics and Business, University of Groningen and also holds the BAT-chair in marketing at Luiss-Guido Carli, Rome, Italy

Getting Marketing back into the boardroom: The influence of the marketing department in companies today

<abstract xmlns="http://www.w3.org/1999/xhtml">

Managers and investors need information about the performance and future prospects of a firm. If information is relevant in steering a business, it is also relevant for its investors’ investment decisions. Recent initiatives demand information that supplements and complements a firm’s financial statements to bridge the gap between financial statement capabilities and financial reporting objectives. Firms that aim to increase the value of their customer base should manage their business by future-oriented customer metrics. They should also report this information externally because it aligns customer management with corporate goals and investors’ perspectives. The authors propose a means to report customer equity that enables monitoring firms’ performance with respect to their customer assets. Furthermore, they develop a specific model for Netflix and apply it to quarterly reports that cover more than six years. 
</abstract>

Professor of Marketing, Department of Marketing, Faculty of Economics and Business, University of Groningen, PO Box 800, 9700 AV Groningen, Netherlands Tel: +31 50 363 8653

Professor of Marketing and Member of the Board of the E-Finance Lab, School of Business and Economics, Goethe-University Frankfurt, Grueneburgpark 1, 60323 Frankfurt, Germany Tel: +49-69-798-34649

Associate Professor of Marketing, IESE Business School, Ctra. Del Cerro del Águila 3, 28023 Madrid, Spain

My customers are better than yours! On Reporting Customer Equity

<abstract xmlns="http://www.w3.org/1999/xhtml">

Today, it is not enough for Marketing Intelligence services to merely generate insights: it also has to manage them in such a way that they can ultimately result in successful marketing activities. In February 2010, MIR talked about such topics to Pieter Nota, Executive Board Member of Beiersdorf AG, a leading global player within the cosmetics industry. Pieter Nota is responsible for brand leadership of well known brands such as Nivea and Eucerin and he is renowned for his challenging ideas in marketing management.
</abstract>

MIR talks to Pieter Nota, Beiersdorf AG

AHEAD OF PRINT

Volume 16 (2024): Issue 1 (May 2024) Generative AI – Reshaping the Marketing Landscape

Volume 15 (2023): Issue 2 (November 2023) Virtual Consumer Experiences

Volume 15 (2023): Issue 1 (May 2023) Marketing Dashboards – The Next Generation

Volume 14 (2022): Issue 2 (November 2022) MarTech and SalesTech

Volume 14 (2022): Issue 1 (May 2022) Conscious Consumption

Volume 13 (2021): Issue 2 (November 2021) Brand Activism

Volume 13 (2021): Issue 1 (May 2021) The Dark Sides of Digital Marketing

Volume 12 (2020): Issue 2 (November 2020) The Reputation Economy

Volume 12 (2020): Issue 1 (May 2020) Crowd Innovation: Hype or Help

Volume 11 (2019): Issue 2 (November 2019) AI and the Machine Age of Marketing

Volume 11 (2019): Issue 1 (May 2019) The Future of Retailing

Volume 10 (2018): Issue 2 (October 2018) IoT - Consumers and the Internet of Things

Volume 10 (2018): Issue 1 (May 2018) Brand Risk Matters

Volume 9 (2017): Issue 2 (November 2017) The Connected Consumer

Volume 9 (2017): Issue 1 (May 2017) Digital Transformation

Volume 8 (2016): Issue 2 (November 2016) Marketing and Data Science

Volume 8 (2016): Issue 1 (May 2016) Responsible Marketing

Volume 7 (2015): Issue 2 (November 2015) Marketing Meets Product Design

Volume 7 (2015): Issue 1 (May 2015) Truly Accountable Marketing

Volume 6 (2014): Issue 2 (November 2014) Social Brand Engagement

Volume 6 (2014): Issue 1 (May 2014) Emotions in Marketing

Volume 5 (2013): Issue 2 (November 2013)

Volume 5 (2013): Issue 1 (May 2013)

Volume 4 (2012): Issue 2 (November 2012)

Volume 4 (2012): Issue 1 (May 2012)

Volume 3 (2011): Issue 2 (November 2011)

Volume 3 (2011): Issue 1 (May 2011)

Volume 2 (2010): Issue 2 (November 2010)

Volume 2 (2010): Issue 1 (May 2010)

Volume 1 (2009): Issue 2 (November 2009)

Volume 1 (2009): Issue 1 (May 2009)

NIM Marketing Intelligence Review

 The NIM Marketing Intelligence Review (NIM MIR) is a leading global journal for marketing decision makers. It offers marketing knowledge from well-known academic think tanks all over the world, and focuses on all aspects of marketing intelligence, e.g. new strategies based on academic and empirical market analyses, new models and methods enabling more effective marketing decision making, and state-of-the-art articles on current fields of marketing research. Readers will be informed about important developments in marketing theory, marketing methodology and marketing strategies.  Volumes 1 to 10 were published under the name GfK Marketing Intelligence Review (GFK MIR). The first issue was published in June 2009.  The NIM MIR delivers relevant insights from academic research, using practical and accessible rather than academic language, supported by professional journalists who "translate" academic papers. We publish papers that contribute new and often fascinating knowledge, for instance about customer behavior, brand or pricing strategies, data analysis or decision making techniques. All papers are intensively reviewed from an academic as well as a practical perspective. Our mission is to present high-quality articles by top authors whose work has appeared in leading academic marketing journals, thereby allowing readers to follow the progress of marketing science.  The NIM MIR is aiming to achieve a high level of acceptance and an excellent reputation among upscale target groups within marketing management, and among marketing instructors looking for interesting applications of the latest marketing concepts and methods. Readers of the NIM MIR have their fingers right on the pulse of marketing science  The NIM Marketing Intelligence Review is published by the Nuremberg Institute for Market Decisions (Nürnberg Institut für Marktentscheidungen e.V., formerly the GfK Verein e.V.), which has long-held academic ties with the University of Nuremberg, Germany.The NIM has repositioned itself as an interdisciplinary, non-commercial institute for researching market decision. The NIM remains majority shareholder of the Nuremberg based market research company GfK.  The MIR is managed by a team of managers and marketing scholars from universities all over the world (See editorial board).Each issue has a special topic and is edited by a leading researcher in the respective field. It is published biannually in May and October of each year.  Archiving  Sciendo archives the contents of this journal in Portico - digital long-term preservation service of scholarly books, journals and collections.  Plagiarism Policy  The editorial board is participating in a growing community of Similarity Check System's users in order to ensure that the content published is original and trustworthy. Similarity Check is a medium that allows for comprehensive manuscripts screening, aimed to eliminate plagiarism and provide a high standard and quality peer-review process. 