Posted in Blog Contributors, Innovative Ideas, Marketing Programs, tagged brand monitoring, CRM, cross-channel, dialogue, digital, integrated marketing communication, marketing, marketing co-creation, marketing execution management, Marketing Infrastructure, marketing metrics, marketing technology, personalization, ROI, semantic analysis, software as a service, technology, text analytics on February 13, 2009|
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Today’s post is a bit different from the usual. We won’t be diving into a key topic at the intersection of brands, marketing, innovation and technology, nor will we be presenting a Q&A with a forward thinker in the space; instead, I am asking for your help with a project.
I am in the process of writing a book – tentatively titled Connected Marketing – that is for marketers, that covers the topic of marketing technology and that is meant to help marketers deploy and use technology in a substantially-different way than they do today.
This book has evolved from a convergence of 1.) my interests and blogging about this space, 2.) my past experiences as a marketing leader and consultant in the technology industry, 3.) my ongoing discussions and interactions with leaders in the marketing technology space and 4.) research I’m conducting as part of my current graduate program, which I will conclude in May 2009.
So what are the details, and how can you be a part of helping marketers to better leverage technology and, thus, to take the ‘connectedness’ of their marketing organizations to the next level?
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Posted in Brand Strategy, Innovative Ideas, New Product/Service Development (NPSD), tagged Aric Rindfleisch, brand community, brands, co-creation, dialogue, marketing, marketing co-creation, Matthew O’Hern, personalization, user-generated media on January 8, 2009|
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Today we are beginning a new ‘semi-frequent’ feature on the Propelling Brands blog. In addition to the regular features and ‘who’s propelling’ profiles of individuals and companies, we will periodically feature Q&As with individuals that are true forward thinkers on brands, marketing, innovation and technology.
Source: Wisconsin School of Business
Professor Aric Rindfleisch is just such a forward thinker and marketing researcher, who works to fuse insights from the front lines of business and marketing with cutting-edge academic research. In addition to his extensive academic background, he has worked for both ad agency J. Walter Thompson in Japan and marketing research firm Millward Brown. Rindfleisch is currently the Associate Dean for Research & PhD Programs and a Professor of Marketing at the University of Wisconsin-Madison. He teaches graduate-level courses for the Wisconsin School of Business on new product development and marketing strategy; his academic research focuses on understanding inter-organizational relationships, consumption values, and new product development; and he is developing a new blog for the school, titled WisconsInnovation which seeks to bring together the ‘co-created’ insights of both faculty and students on innovation in business.
Rindfleisch has recently authored a groundbreaking paper, titled “Customer Co-creation: A Typology and Research Agenda,” which we are fortunate to be able to share on this blog. His co-author is Matthew S. O’Hern, a lecturer and doctoral student in marketing at Wisconsin. The paper is slated to be published in an upcoming volume of the academic journal Review of Marketing Research. And it is the focus of our Q&A here.
So what does co-creation really mean? What is the impact of co-creation research on businesses, and how can marketers embrace co-creation as a strategy for improving the customer-brand relationship?
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