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What Does Your Brand Sound Like?
Sales & Marketing Digital ArticleThe unrealized marketing advantage of audio. -
Why Baseball Seats Should be Priced like Airline Tickets
Pricing strategy Digital ArticleMore than half of Major League Baseball teams are using dynamic pricing. Others should follow. -
How to Penetrate the US Market
Marketing Digital ArticleAccounting for almost 30% of world GDP, the United States is the world’s largest and most demanding market for almost everything from oil to microprocessors to premium coffee. Companies around the world aspire to do business in the US, or at least with US companies in their home markets. By doing so, they learn much […] -
Authenticity: Is It Real or Is It Marketing? (HBR Case Study and Commentary)
Organizational Development Magazine ArticleMarty Echt, the new head of marketing at Hunsk Engines, is determined to bring the motorcycle maker back to its roots. He says it's not enough to project... -
Your Biggest Social Media Fans Might Not Be Your Best Customers
Sales & Marketing Digital ArticleHow analytics can mislead marketers. -
Luxury Branding Below the Radar
Sales & Marketing Magazine Article"Inconspicuous consumption"--elite consumers' affinity for discreet rather than traditionally branded luxuries--has become a global phenomenon. Work by... -
“Actually,” She Said, “He Works for Me.”
Consumer behavior Digital ArticleSurprised by a gender stereotype? React calmly, directly, and move on. -
Managing Your Reputation in a World of Crowdsourcing
Marketing Digital ArticleJimmy Wales, the founder of Wikipedia, got flack recently because he took special interest in a page about somone he was dating. The Wikipedia community will get over it, but the kerfuffle calls into question reputation, quality, and the very veracity of the site itself. This would be a salacious detail only of interest to […] -
Research: Consumers Choose Shared Experiences Over Quality Ones
Sales & Marketing Digital ArticleUnderstanding why can help marketers boost their customers' satisfaction. -
Automation to Boost Sales and Marketing
Marketing Magazine ArticleIn the rush to automate, the marketing and sales function is the next frontier. As everybody knows, over the past decade information systems have been making great inroads in engineering and manufacturing. Automation has cut direct labor to a small fraction of production costs—an average of 8% to 12% in manufacturing companies. Therefore, wringing yet […] -
China’s In-Store Wars
Marketing Digital ArticleIn China, the battle for the consumer is often won — and lost — not in factories or on television screens, but on store floors. As many as 45% of Chinese consumers make purchase decisions in real time, inside shops, according to surveys we have conducted, compared to just 24% in the US. Moreover, 56% […] -
Gaming Social Media Is Counterproductive
Social media Digital ArticleContrary to popular belief, social media is not naturally more resistant to marketing tricks. It can be gamed. On Twitter, services exist to boost your follower count and give the impression that you’ve got a vast high-quality network. Bloggers can write articles rich with links that draw the attention of others who would hopefully link […] -
The Rising Tide Lifts One Boat Most of All
Marketing Digital ArticleForget pie-splitting. This ocean idiom is the new reality of category growth. -
The Power of Small, Flexible Teams
Ed Gilligan, president of American Express Company, describes how a small, cross-functional team launched Small Business Saturday in three weeks. -
What Managers Can Learn from March Madness
Strategy Digital ArticleNo matter how much you know about college basketball, filling out March Madness brackets is a challenging exercise. That’s because the key variable in a team’s prospects isn’t just its skill level, but its region and seeding — its position in the brackets — that determine its odds of advancing toward the championship. Business leaders […] -
Boardroom Lessons from a Social Media Misstep
Social media Digital ArticleBoard members need to understand the factors that impact their businesses. Economics, politics, and sector shifts are all vital issues on the agenda in the boardroom. But the agenda needs to keep pace with what is influencing business, and amongst the things that board members need to fully appreciate is the growing influence and power […] -
Why Customer Gratitude Trumps Loyalty
Marketing Digital ArticleEmotions come first, behavior comes second. -
Trust, but Verify
Organizational Development Magazine ArticleThe unwillingness of autonomous teams to monitor members' work can depress performance, finds Washington University's Claus Langfred. -
Go Downstream: The New Profit Imperative in Manufacturing
Business models Magazine ArticleNow that providing services is more lucrative than making products, the old foundations for success in manufacturing are crumbling. Smart manufacturers are creating new business models to capture profits at the customer’s end of the value chain. -
Getting Multichannel Marketing Right
Sales & Marketing Digital ArticleLessons from Nordstrom, Sirius XM, and others.
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When It Comes to Influencers, Smaller Can Be Better
Marketing Magazine ArticleCompanies that rely on celebrities with lots of followers are missing out. -
There Really Is a “Sales Gene”
Sales and marketing Magazine ArticleOf the employees we studied, those with superior sales performance were genetically different from the rest of the group. -
The New Rules of Marketing Across Channels
Marketing Digital ArticleStrategies for navigating a new kind of communication landscape: the “echoverse.” -
How to Vet Information Before Making a Decision
Decision making and problem solving Digital ArticleFour questions to ask when you’re considering the evidence. -
Inside the Success of South Korean Brands
Brand management Digital ArticleThe specific and effective strategies that catapulted these brands to global success. -
Research: Customer Referrals Are Contagious
Sales and marketing Digital ArticleReferred customers not only buy more but also refer 30–57% more new customers than others. -
How Retailers Became Ad Platforms
Sales and marketing Digital ArticleIt’s a major growth opportunity — if companies can navigate the strategic challenges. -
Research: Smaller, More Precise Discounts Could Increase Your Sales
Pricing strategy Digital ArticleWhy bigger discounts don’t necessarily attract more customers. -
Stop Overlooking the Leadership Potential of Asian Employees
High potential employees Digital ArticleWhen companies leverage the diverse talents of their Asian workforce, they can evolve into more global, agile, and powerful hubs of innovation and growth. -
Why You Should Be Tracking Customer Surplus Value
Customer experience Digital ArticleThis key metric can help you measure customer loyalty. -
How Marketers Can Adapt to LLM-Powered Search
Marketing Digital ArticleWith the addition of AI-generated overviews, Google, Perplexity, OpenAI and other search engines are changing how consumers find information. -
How Your Business Should Tap into the Creator Economy
Social marketing Digital ArticleInfluencer marketing is upending established customer-facing businesses. -
Should Your Brand Hire a Virtual Influencer?
Marketing SpotlightRelying on AI-generated personalities can be a low-risk, high-engagement strategy. -
How Inclusive Brands Fuel Growth
Marketing Magazine ArticleThey unlock new sources of value by meeting the needs of underrecognized customers. -
What Makes a Successful Celebrity Brand?
Marketing SpotlightStars are using their influencer status to launch their own products and capture more profits for themselves. -
How Marketers Choose College Athlete Influencers
Marketing SpotlightHere are the characteristics that matter most. -
Why the Influencer Industry Needs Guardrails
Marketing SpotlightAnd how to professionalize a maturing practice -
Winning at Influencer Marketing
Marketing Magazine ArticleOver the past 20 years the social media influencer industry has completely rearranged the way information and culture are conceived, produced, marketed, and shared. This month’s Spotlight package looks at how brands are responding. -
Winning at Influencer Marketing
Management Digital ArticleOver the past 20 years the social media influencer industry has completely rearranged the way information and culture are conceived, produced, marketed,... - SPONSORED CONTENT FROM Quad
Eliminating Complexity for a Frictionless Marketing Experience
Sales and marketing ResearchResearch Report Sponsored By Quad
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Dwyane Wade
Sales & Marketing Case Study11.95View Details In July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business... -
Essential Explorations at MUJI
Sales & Marketing Case Study11.95View Details Launched as a private brand in 1980 to counter the increasingly brand-conscious consumer in Japan, MUJI offered beautifully designed, fairly priced, no-frills... -
Applying the principles of branding to build personal brands
Leadership & Managing People Case Study8.95View Details In this note you will find a summary and an overview of the principles of branding, as well as an illustration of application of these principles to build... -
Hot Wheels at Mattel: Reinventing the Wheel
Sales & Marketing Case Study11.95View Details In 2017, Chris Down, Global Brand General Manager for Hot Wheels, and his team from the Advanced Play Group within Mattel, Inc., were considering which... -
Fortis Industries, Inc. (A)
Sales & Marketing Case Study11.95View Details Fortis Industries' packaging division manufactures steel and plastic strapping. In 2007, the company underwent a leveraged buyout. The case focuses on... -
Allegiant Airlines: Finding a New Customer Segment
Leadership & Managing People Case Study11.95View Details Founded in 1997, Allegiant Airlines (Allegiant) was one of the most profitable ultra-low-cost airlines in the United States. Allegiant maintained high... -
Amazon, Google, and Apple: Smart Speakers and the Battle for the Connected Home
Sales & Marketing Case Study11.95View Details Amazon, Google, and Apple all offer their own smart speaker. The devices represent each firm's entry point into the connected home market. All three companies... -
Radiohead: Music at Your Own Price (A)
Sales & Marketing Case Study11.95View Details In October 2007, the British band Radiohead caused a stir when it announced it would allow customers to decide how much to pay for its new album, released... -
What Is Marketing?
Sales & Marketing Book32.00View Details This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers. The book is organized... -
H.E. Butt Grocery Co.: A Leader in ECR Implementation (A) (Abridged)
Technology & Operations Case Study11.95View Details Describes the industry context that has resulted in the development of efficient consumer response (ECR) within the grocery industry and its adoption... -
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,... -
Tesla: Internationalization from Singapore to China
Strategy & Execution Case Study11.95View Details Elon Musk, the CEO of the U.S.-headquartered Tesla Motors (Tesla), was considering how the company should enter the Chinese market. Less than a year earlier,... -
Godiva Japan: Think Local, Scale Global
Sales & Marketing Case Study11.95View Details This case tracks Jerome Chouchan's strategies and execution for a successful turn around of Godiva Japan's operations which was experiencing a decline... -
Barry Riceman at NetD (A)
Technology & Operations Case Study11.95View Details Brandon Fogg must solve two seemingly unrelated problems in his management of creative R&D professionals. First, despite having hired brilliant research... -
Coca-Cola vs. Pepsi-Cola (C)
Strategy & Execution Case Study5.00View Details Supplements Coca-Cola vs. Pepsi-Cola (A). -
Big to Small: The Two Lives of Barry Nalls
Innovation & Entrepreneurship Case Study11.95View Details Barry Nalls describes lessons learned during his 25-year career--his rise at GTE and shorter-lived ventures--and how these prepared him to found MASERGY,... -
www.dhonuk.com - Marketing Art in an Emerging Market
Sales & Marketing Case Study11.95View Details India as an emerging market offers tremendous opportunities to marketers. The marketing scenario is an upbeat one both for mundane products as well as... -
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... -
LaCroix Sparkling Water
Sales & Marketing Case Study11.95View Details Launched in 1981 as an "all occasion" sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased...
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What Does Your Brand Sound Like?
Sales & Marketing Digital ArticleThe unrealized marketing advantage of audio. -
Why Baseball Seats Should be Priced like Airline Tickets
Pricing strategy Digital ArticleMore than half of Major League Baseball teams are using dynamic pricing. Others should follow. -
How to Penetrate the US Market
Marketing Digital ArticleAccounting for almost 30% of world GDP, the United States is the world’s largest and most demanding market for almost everything from oil to microprocessors to premium coffee. Companies around the world aspire to do business in the US, or at least with US companies in their home markets. By doing so, they learn much […] -
Authenticity: Is It Real or Is It Marketing? (HBR Case Study and Commentary)
Organizational Development Magazine ArticleMarty Echt, the new head of marketing at Hunsk Engines, is determined to bring the motorcycle maker back to its roots. He says it's not enough to project... -
Your Biggest Social Media Fans Might Not Be Your Best Customers
Sales & Marketing Digital ArticleHow analytics can mislead marketers. -
Dwyane Wade
Sales & Marketing Case Study11.95View Details In July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business... -
Luxury Branding Below the Radar
Sales & Marketing Magazine Article"Inconspicuous consumption"--elite consumers' affinity for discreet rather than traditionally branded luxuries--has become a global phenomenon. Work by... -
Essential Explorations at MUJI
Sales & Marketing Case Study11.95View Details Launched as a private brand in 1980 to counter the increasingly brand-conscious consumer in Japan, MUJI offered beautifully designed, fairly priced, no-frills... -
“Actually,” She Said, “He Works for Me.”
Consumer behavior Digital ArticleSurprised by a gender stereotype? React calmly, directly, and move on. -
Managing Your Reputation in a World of Crowdsourcing
Marketing Digital ArticleJimmy Wales, the founder of Wikipedia, got flack recently because he took special interest in a page about somone he was dating. The Wikipedia community will get over it, but the kerfuffle calls into question reputation, quality, and the very veracity of the site itself. This would be a salacious detail only of interest to […]