os gurus cá do burgo

2 boas entrevistas ao "i"

Pedro Bidarra: "As audiências são um embuste"

Pedro Pina "Quero saber o que as pessoas pensam, a que sítios vão"

New Thinking About Consumer Marketing

"Customers take longer to find a solution than we think. Companies tend to focus on their initial contact with customers, believing that shoppers’ experience with a product or service begins when they walk into a store or visit a Web site.

In fact, their journey begins much, much earlier. The easy availability of information on the Internet today allows customers to form opinions from countless sources. Conversations on Facebook, e-mail, and discussion boards steer consumers well before companies have had a chance to pitch their product or service."

-- Jeneanne Rae, "New Thinking About Consumer Marketing"

all brands are niche brands

curious approach at s+b, that reflects paradigms shifting: from mass market to "each customer is a customer"; from market share to mind share

Starbucks - the road less traveled (again?)

BusinessWeek has an in depth piece on Howard Schultz. Not only does he still visit 25 stores a week, but he prefers the feedback he gets that way to focus groups' input, regardless of the mega-scale of the business now. Interesting to know how new concept store begun: by asking a few employees how they'd compete with Starbucks.

Do Friends Influence Purchases in a Social Network?

interesting paper from HBS.

2 background themes: purchase influence and monetization/business model of social networks

my answer: maybe, but more and more decision is made at point of sale

Customer decision behaviour in the digital age

who is changing faster? producers, providers, channel/stores or customers?

very pragmatic analisys from McKinsey Quarterly

(Premium Membership required, but audio article available)