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Sales Teams Need to Stop Focusing on the Customer Funnel
Customer experience Digital ArticleInstead, build an “experience chain” that aligns the customer journey across physical and digital channels. -
The Best Advertising is Sincere
Brand management Digital ArticleThis old-fashioned virtue drives the most successful marketing. -
B2B Sales Culture Must Change to Make the Most of Digital Tools
Customer experience Digital ArticleYou can’t deliver a modern customer experience with a dated approach. -
The Power of Real-Time Advertising
Sales & Marketing Digital ArticleLessons learned from Oreo on how improvisation, combined with Big Data, can cut through the media clutter. -
How to Combat Online Ad Fraud
Technology & Operations Magazine ArticleOnline advertisers frequently fall victim to dishonest, tech-savvy publishers. Here's a sampling of common scams with some advice on how to outwit their... -
Why Consumers Rebel Against Slogans
Sales & Marketing Magazine ArticleWhereas brand names can "prime" consumers to react positively to a product or business, slogans often backfire, because people recognize them as attempts... -
Four Lean Advertising Campaigns That Went Viral
Advertising Digital ArticleInexpensive videos can sell products, but you’ve got to know what works (and what doesn’t). -
How the Best Brand-Influencer Partnerships Reach Gen Z
Sales & Marketing Digital ArticleFive lessons from companies leaning into the creator economy. -
8 Best Practices for Creating a Compelling Customer Experience
Customer strategy Digital ArticleTakeaways from an analysis of the American Customer Satisfaction Index. -
Blogger in Their Midst (HBR Case Study)
Sales & Marketing Magazine ArticleIt was five minutes before show time, and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the... -
People Don't Like Anything (or Anyone) Moving Toward Them
Leadership & Managing People Magazine ArticleA new study indicates that approaching objects and individuals make people uncomfortable--even if those things pose no threat. Advertisers and public... -
Enhancing Customer Insights with Public Location Data
Communication Digital ArticleSocial media can help you better map the customer journey. -
In Mobile Advertising, Timing Is Everything
Marketing Digital ArticleCompanies need an approach that changes as their customers do. -
Advertisers, Skip the Platitudes in 2021
Sales & Marketing Digital ArticleHere's what's resonating with consumers right now. -
What Makes People Upgrade Products? Thinking About Self-Improvement
Sales & Marketing Digital ArticlePeople splurge when they think they've grown. -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
High-Tech Touchpoints Are Changing Customer Experience
Sales & Marketing Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
Welcome to the Future of Advertising Insight Center
Sales & Marketing Digital ArticleAfter decades of stasis, all hell is breaking loose in the ad business. -
Five Ways the Advertising Industry Is About to Transform
Sales & Marketing Digital ArticleTechnology is quickly changing the industry. -
R&D Spending Has Dramatically Surpassed Advertising Spending
Finance & Accounting Digital ArticleEspecially at smaller companies.
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Lay's Potato Chips in Hungary (A): Creating Awareness and Building Brand Image at Product Launch
Sales & Marketing Case Study11.95View Details Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags,... -
L'Oreal: Global Brand, Local Knowledge
Sales & Marketing Case Study11.95View Details Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening... -
BP Oil International: Brand Image Program (A)
Sales & Marketing Case Study11.95View Details Chronicles BP Oil's process of developing, implementing, and assessing its global branding, along with key decision points at three critical areas along... -
Developing a Superior Creative Brief
Sales & Marketing Case Study8.95View Details This technical note is designed to introduce the Creative Brief, a document that plays a crucial role in the process of converting marketing strategy... -
Brown Bag Films (B)
Innovation & Entrepreneurship Case Study5.00View Details Brown Bag Films produced programming for Disney, Amazon, BBC, and Nickelodeon, reaching an audience of more than 100 million pre-school children around... -
Saatchi & Saatchi: Pioneers of Globalization in Advertising (A)
Strategy & Execution Case Study11.95View Details This case describes the dramatic rise and fall of Saatchi and Saatchi in the Advertising industry, based on their vision of scale, globalization and diversification,... -
Marketing Reading: Digital Marketing
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
In-housing Digital Marketing at Sprint Corp.
Sales & Marketing Case Study11.95View Details In the fall of 2019, Sprint's Chief Digital Officer Rob Roy reflected on the telecom's efforts to improve the effectiveness of its digital marketing campaigns.... -
Microsoft in Korea
Strategy & Execution Case Study11.95View Details Microsoft Korea sees a potential opportunity to dramatically improve its subsidiary's performance by actively recruiting and promoting female senior managers... -
United Colors of Benetton
Sales & Marketing Case Study11.95View Details The case covers all major aspects of Benetton's successful corporate strategy and innovative business system from its creation till the present. It also... -
Grupo ABC and Nizan Guanaes's Path from Brazil to the World
Leadership & Managing People Case Study11.95View Details Internationally recognized Brazilian Nizan Guanaes, co-founder of Grupo ABC, a rapidly growing global advertising firm ranked 18th in 2011, had aspirations... -
Under Armour: Creating and Growing a New Consumer Brand
Sales & Marketing Case Study11.95View Details The case traces the development of the Under Armour (UA) brand, product, and market growth under CEO and founder Kevin Plank from its inception in 1996... -
Lay's Potato Chips in Hungary (B1): Promotion Activity and Results
Sales & Marketing Case Study5.00View Details Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags,... -
McKesson
Strategy & Execution Case Study11.95View Details McKesson, a large, diversified drug distribution and health care IT company, is considering development of new business offerings to help private practice... -
Jaguar Cars
Sales & Marketing Case Study11.95View Details On September 17, 2004, Ford Motor Company announced the details of a "revitalization plan" for its ailing Jaguar Cars subsidiary. The plan was aimed at... -
Grafica, Inc.: Winning the New Jersey Lottery (A)
Sales & Marketing Case Study11.95View Details Debra Taeschler, CEO of Grafica, is considering how to structure her agency's bid for the New Jersey Lottery account. The Lottery is facing declining... -
Citibank: Launching the Credit Card in Asia Pacific (A)
Sales & Marketing Case Study11.95View Details Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. The bank's New York headquarters, and several of its country... -
Buck & Pulleyn
Leadership & Managing People Case Study11.95View Details A woman CEO believes that industry and organizational conditions require for a reengineering/restructuring job her company. However, she wants to gain... -
Artea: Designing Targeting Strategies
Sales & Marketing Case Study8.95View Details This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing-implications, causes, and possible... -
Red Bull (B): A Shot at the Future?
Sales & Marketing Case Study5.00View Details This case, a supplement to UVA-M-0663, examines the energy drink market during the span of years from 2005 to 2012. Red Bull still retained the highest...
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Lay's Potato Chips in Hungary (A): Creating Awareness and Building Brand Image at Product Launch
Sales & Marketing Case Study11.95View Details Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags,... -
Sales Teams Need to Stop Focusing on the Customer Funnel
Customer experience Digital ArticleInstead, build an “experience chain” that aligns the customer journey across physical and digital channels. -
L'Oreal: Global Brand, Local Knowledge
Sales & Marketing Case Study11.95View Details Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening... -
BP Oil International: Brand Image Program (A)
Sales & Marketing Case Study11.95View Details Chronicles BP Oil's process of developing, implementing, and assessing its global branding, along with key decision points at three critical areas along... -
Developing a Superior Creative Brief
Sales & Marketing Case Study8.95View Details This technical note is designed to introduce the Creative Brief, a document that plays a crucial role in the process of converting marketing strategy... -
Brown Bag Films (B)
Innovation & Entrepreneurship Case Study5.00View Details Brown Bag Films produced programming for Disney, Amazon, BBC, and Nickelodeon, reaching an audience of more than 100 million pre-school children around... -
Saatchi & Saatchi: Pioneers of Globalization in Advertising (A)
Strategy & Execution Case Study11.95View Details This case describes the dramatic rise and fall of Saatchi and Saatchi in the Advertising industry, based on their vision of scale, globalization and diversification,... -
Marketing Reading: Digital Marketing
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
The Best Advertising is Sincere
Brand management Digital ArticleThis old-fashioned virtue drives the most successful marketing. -
In-housing Digital Marketing at Sprint Corp.
Sales & Marketing Case Study11.95View Details In the fall of 2019, Sprint's Chief Digital Officer Rob Roy reflected on the telecom's efforts to improve the effectiveness of its digital marketing campaigns....