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The Marketing Of Better Business

Posted on February 11, 2022March 8, 2022 by neilbendle

How is the marketing of better business going? The Marketing Of Better Business In his book, Better Business, Christopher Marquis makes a fascinating claim. The B Corp movement is the most important social movement you’ve never hear of. Marquis, 2020, preface Assuming this is true it is both exciting and a bit of a concern….

A Framework For AI In Marketing

Posted on February 4, 2022September 5, 2022 by neilbendle

At the risk of stating the obvious artificial intelligence (AI) is a subject of great interest in marketing. Indeed, beyond marketing too at the moment. There is a lot of discussion of how companies can take advantage of the opportunities (and avoid the downsides). Raj Venkatesan and Jim Lecinski have a new book that sets…

Cynicism About Data

Posted on January 28, 2022November 4, 2022 by neilbendle

Tim Harford’s latest book targets cynicism about data. The villain of the piece is Darrell Huff. Huff is the author of a fun book on lying with statistics, see here for more. Harford argues we are in danger of writing off the value of statistics. Instead, we need to develop clearer ideas for understanding statistics….

NPS And Potential Customers

Posted on January 21, 2022January 22, 2022 by neilbendle

The Net Promoter Score/System (NPS) remains an outlier in marketing metrics. NPS is undoubtedly focused on ‘marketing’ issues but is very widely used across business. Senior managers often know NPS, indeed they are often the ones promoting it. Is it any good though? The evidence for such a widely used metric is far from overwhelming….

Customer Accounting, Thanks But

Posted on January 14, 2022January 15, 2022 by neilbendle

It is great that accountants are looking at the idea of valuing a firm through its customers. I very much welcome this. That said, I do worry that people bringing ideas from outside their field often bring back bad habits with them. (To be clear I am sure I do this when looking at non-marketing…

Barriers To Implementing CLV

Posted on January 7, 2022January 7, 2022 by neilbendle

A lot of the early work on customer lifetime value (CLV) comes from the world of direct marketing. This makes sense given an obvious use of CLV is to manage a customer base. Using CLV you can help decide who to try and acquire, what your retention efforts should be, and who might be good…

The Origins Of Customer Equity

Posted on December 31, 2021January 2, 2022 by neilbendle

Customer equity is a concept that seems to have had its day in marketing. It arose, and it seems to me somewhat went away, relatively quickly. A 1996 article on the Harvard Business Review by Robert Blattberg and John Deighton lays out the idea of managing by a customer equity test. In many ways, this…

Understanding The Value Of Customers

Posted on December 24, 2021May 21, 2022 by neilbendle

Before CLV had become a big thing in marketing strategy Francis Mulhern looked at the challenge of understanding the value of customers. There are a lot of good points in the article. Measurement Problems In Understanding The Value Of Customers One of the most obvious challenges is that the data to allow us to understand…

Customer-Based Corporate Valuation

Posted on December 17, 2021December 18, 2021 by neilbendle

I think the idea of using customer information in corporate valuation is a great one. As such, I am very receptive to work on customer-based corporate valuation. A 2005 paper in Management Decision I think well illustrates some of the challenges I have seen in this field. Lots of good ideas, some reasonable points, but…

Alexander The Great Man?

Posted on December 10, 2021July 30, 2022 by neilbendle

One way I judge people is how they see Alexander the Great. This is a very helpful approach to judging others. Invariably any celebration of the Macedonian king gives insight into the flaws of the person doing the celebrating. There is one rather obvious weakness with my approach to judging character. You might be surprised…

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Pages in Marketing Thought

  • A Plea About Language Used In Marketing
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  • Behavioral Econ For Kids: The Cartoon Book
  • Data Visualization Advice
  • Machine Learning (ML) And Marketing: What Should You Know?
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  • Marketing PhD Applications
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  • Neil Bendle
  • Popular Marketing Metrics: How Not To Mess Them Up
    • Brand Valuation: Progress But Lots More Needed
    • Customer Equity: Nice Idea, Bit Of A Mess In Execution
    • How To Use, And Misuse, Customer Lifetime Value (CLV)
    • Is ROI The Most Abused Term In Marketing?
    • Market Share: Always An Indicator Never A Target
    • Marketing Accounts: A Better Way To Measure Marketing Performance
    • Measuring Competition With The Bendle Panda Index
    • Net Promoter Score: Sadly Not As Magical As Supporters Suggest
    • Profit Measurement: Choose Your Own Level Is Problematic
    • Tobin’s Q: Why Academics Should Listen To Managers
    • Total Q, A New Improved Tobin’s Q? Not By Much
    • Value Of A Like: Do Not Use For Budgeting
  • Public Policy, Behavioral Economics and Marketing
  • Recommended Books
  • Sustainable Marketing Strategy
    • B Corp Research Papers
    • Marketing Strategy
      • Measuring Culture Is A Challenge, But Don’t Be Silly
      • Rationality And Marketing Strategy
      • Segmentation, Targeting and Positioning
      • Strategy And Evolutionary Thinking
  • Sustainable Marketing Strategy Cases
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