Marketing & sales

Customer lifetime value, or CLV, refers to the single lump-sum value a firm can presently apply to future cash flows derived from a customer relationship and is a critical metric in an age of ubiquitous subscription services.

Darden Professor Kim Whitler breaks down the brand positioning of presidential campaigns and explains why some are more successful from a marketing standpoint.

From “Tippecanoe and Tyler, Too” in 1840 to “Change We Can Believe In” in 2008, the use of branding in presidential campaigns is almost as old as the United States itself. In fact, from a marketing perspective, presidential candidates are not so different from consumer products.

Big data has transformed the way we do business. It’s changing the game of marketing to the point that long-held maxims are no longer true.

Vertical position matters in marketing communications. Recent research shows a new finding about verticality: Deciding whether to place promotional content higher or lower is especially important when the appeal of a product — from sports cars, food items and health care products to any number of tangible or intangible

How do you motivate your sales team? What strategies are best for helping your top, middle and bottom performers scramble to a higher plateau?

Darden Professor Raj Venkatesan discusses the effect nationalism has on consumer behavior during international conflict.