The Right Way to Kill a Bad Brand
Even bad brands have good customers. Can you get rid of the former without alienating the latter? Sure-but it’s not easy. A Harvard Business Review excerpt.
Content: Article | Author: Nirmalya Kumar | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Management, Marketing / Sales
Why Have Marketers Ignored America’s Man-of-Action Hero?
The man-of-action hero has been the central myth in American culture for twenty years. So why have only Budweiser and Nike tapped into this story? Professor Douglas B. Holt explains.
Content: Article | Author: Manda Salls | Source: Harvard Business School (HBS) Working Knowledge | Subject: Marketing / Sales
From Solutions to Symbiosis: Blending with Your Customers
It’s not enough to know your customers. You have to integrate them into your company.
Content: Article | Authors: Charles E. Lucier, Deven Sharma, Richard Molloy | Source: strategy+business | Subjects: Customer Related, Marketing / Sales
Distribution of Consumption Trends in U.S.
Dr. James (Mac) Hulbert
Marketers are generally the least financially skilled of all executives in an organization…It’s the language of business, and if you cannot speak that language today, you’re going to be in trouble. And that’s the one prediction I’m pretty confident about. Marketers will have to be financially savvy to keep their jobs in the future.
Content: Quotation | Source: MarketingProfs | Subjects: Marketing / Sales, Organizational Behavior
Handbook of Marketing
The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change.
The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions … [ Read more ]
Content: Book | Authors: Barton A. Weitz, Robin Wensley | Subject: Marketing / Sales
Corporate Logos for Sale: How to capture the real value from sponsorship marketing
Companies have long tied their corporate logos to well-known sports teams and celebrities as a way to increase brand recognition and target a well-defined customer segment. But for many companies, the choice of a sponsorship property-whether it is the NFL, World Cup soccer or a brooding rock star-is often based on the CEO’s favorite past time or as a means of gaining access to high-profile … [ Read more ]
Content: Article | Source: Kearney | Subjects: Advertising, Marketing / Sales | Industry: Advertising
Stimulating Consumer Demand Through Meaningful Innovation
In this challenging economic climate, many firms are focusing on cost-cutting and on gaining short-term efficiencies. Our study of more than 3,500 consumers suggests, however, that innovation geared toward actual consumer preferences and incomes may be the best tool to achieving valuable long-term results.
Content: Article | Authors: Brian A. Johnson, Paul F. Nunes | Source: Accenture | Subjects: Innovation, Marketing / Sales
Markets and New Product Development: A New Institutional Economics Perspective
In recent years, it has become increasingly apparent that some of the key teachings of classic economic theory do not fit today’s business environment. Though firms try to follow economic logic, the nature of innovation strains their capacity to do so. From the inadequacy of classic economic theory to explain the constraints acting on firms, New Institutional Economics (NIE) was born. Combining several approaches, including … [ Read more ]
Content: Article | Authors: Erin Anderson, Hubert Gatignon | Source: INSEAD Knowledge | Subjects: Economics, Marketing / Sales
Corporate Sponsorship Market in North America
Everything You Know Is Wrong
Measuring visitors, page views and actions on your Web site is finally settling down and becoming a manageable task.
As we get accustomed to the tools and the terminology, the prospect of tracking things online is no longer as frightening as it used to be. At least that was the case until November 20, 2003.
Content: Article | Author: Jim Sterne | Source: MarketingProfs | Subjects: IT / Technology / E-Business, Marketing / Sales
Local Advertising Spending (US)
Girl Gamers Grow Up
10 Ways to Keep ‘Em in the Cart
10 (plus a bonus) suggestions for improving your site’s checkout process.
Content: Article | Source: GrokDotCom | Subjects: IT / Technology / E-Business, Marketing / Sales
Banner Ads Click with Consumers: Online Advertising for Customer Retention
Banner advertising helps companies retain customers by bringing them back to a company’s Web site faster and encouraging them to spend more.
Content: Article | Authors: Jean-Pierre Dubé, Pradeep K. Chintagunta, Puneet Manchanda | Source: Capital Ideas | Subjects: Advertising, Marketing / Sales | Industry: Advertising
Search Moves Online Ad Mountain – US Online Ad Spending
Has Paid Search Peaked?
A New Look at the Life-cycle Theory of Relationships
How customers perceive or feel about a firm changes over time. Building trust and a mutually satisfying relationship with customers is an important goal for many organizations. Understanding how these relationships build and deteriorate is thus critical. By helping shed light on that process, this study by Professors Sandy Jap and Erin Anderson offers some important insights into relationship management.
Content: Article | Authors: Erin Anderson, Sandy D. Jap | Source: INSEAD Knowledge | Subjects: Marketing / Sales, Organizational Behavior
Brand Building in Emerging Markets
When in Rome, do as the Romans do: good advice for tourists who want to blend in and, it turns out, for Western consumer goods companies that want to take their brands to emerging markets. The trappings of a polished Western brand-fancy packaging, glossy advertising-can make products too pricey for many consumers in poorer countries. Better to buy into local brands and capture markets at … [ Read more ]
Content: Article | Authors: Fernando Lunardini, Gilberto Duarte de Abreu Filho, Nicola Calicchio | Source: McKinsey Quarterly | Subjects: International, Marketing / Sales