Determine Your Customer Lifetime Value

Marketing is all about maximizing a customer’s financial contribution to your brand. The more a customer spends on your products or services, the better it is for your bottom line. But there’s more that goes into a customer’s value than …

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Try a Cornell University Course for Free

How many times have you thought “I’m not sure if my superiors really know what I bring to this company”? Many times, even during a quarterly or annual review, you may not even be able to answer that question yourself in a way …

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How to Write Market Positioning Statements

Your organization is gearing up to launch a new product or service, or enter a new market. You’re on the marketing team. You’re familiar with the details of these new endeavors; you know your customers. Where do you start? (The following …

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Price Positioning Strategies

Learn the merits and drawbacks of five price positioning strategies and use our price positioning worksheet to experiment with your own pricing strategy.

The Internet has dramatically changed hospitality pricing. Its speed and transparency have removed most barriers between customers and …

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Hotel Marketing Summit 2015

Three of the hotel industry’s most creative and forward-thinking marketers joined eCornell for a live YouTube summit on hotel marketing in February, 2015. Access the video below.

ReviewPro’s Josiah Mackenzie, HeBS Digital’s Mariana Mechoso Safer, and hospitality marketing consultant and HSMAI …

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Applying the Dual-System Approach to Executive Education

For decades, European and Asian countries have embraced the dual-education system for professional development. The concept is built upon a “learn-on-the-job” model, where training is highly targeted, timely, and designed to align individual competencies with broader company goals.

While education costs …

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Applying Business Intelligence in Demand Generation

More than 50% of B2B marketers cannot accurately measure the ROI of their marketing efforts. In order to accurately measure the impact of their demand-generation programs, marketers must take a more holistic and strategic approach to demand generation.

Data is often …

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