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HBS Working Knowledge
May 26, 2009
John Quelch |
Improving Market Research in a Recession The degree of uncertainty in business and consumer markets has soared and CMOs must make every remaining market research dollar count.   |
HBS Working Knowledge
May 31, 2004
Manda Salls |
The Strategic Role of Marketing In the book Marketing as Strategy, London Business School's Nirmalya Kumar argues that marketing must help drive organizational change. |
HBS Working Knowledge
November 28, 2007
John Quelch |
B2B Branding: Does it Work? Many B2B CEOs say no to B2B Branding, but at least one Harvard Business School marketing professor disagrees. |
HBS Working Knowledge
July 9, 2008
John Quelch |
Starbucks' Lessons for Premium Brands This Harvard Business School professor thinks Starbucks troubles began when the company went public. |
BusinessWeek
July 12, 2004
Bianco et al. |
The Vanishing Mass Market How well will America's best-known companies adapt to what is shaping up as a long and chaotic transition from the fading age of mass marketing to the dawning era of micromarketing. |
Fast Company
February 2002
Scott Bedbury |
Nine Ways to Fix a Broken Brand The marketing excesses of the past few years left broken pieces scattered across the branding landscape. As a result, many companies are left with bogged-down, boring -- even dying and dead -- brands. Now take a look at your brand: Do you know what's broken? Do you know how to fix it? |
HBS Working Knowledge
February 11, 2008
Sean Silverthorne |
Does Democracy Need a Marketing Manager? The core benefits of marketing align closely with the requirements of democracy: exchange, consumption, choice, information, engagement, and inclusion. |
Wired
November 2004
James Surowiecki |
The Decline of Brands There's something strange going on in branding land. Even as companies have spent enormous amounts of time and energy introducing new brands and defending established ones, Americans have become less loyal. |
BusinessWeek
August 1, 2005
Berner & Kiley |
Global Brands The companies that best built their brand images, and made them stick. |
The Motley Fool
January 12, 2012
Isaac Pino |
How American Brands Rule the World The best global brands can provide a boost to your portfolio. |
The Motley Fool
February 1, 2005
Richard Gibbons |
The Top Brands of 2004 The Web magazine brandchannel announced that according to a readers' choice survey, Apple, Google, Ikea, Starbucks and Al-Jazeera were the top five global brands of 2004. To an investor, brands matter because they result in a long-term competitive advantage. |
CRM
November 2014
Maria Minsker |
Why Twitter Is Not a Strategy Though new technology is tempting, marketers have to get back to basics, says Tom Doctoroff, author of Twitter Is Not a Strategy. |
HBS Working Knowledge
October 17, 2007
John A. Quelch |
Why Global Brands Work There are 5 characteristics that all top global brands have in common. |
Fast Company
August 2004
Linda Tischler |
The Good Brand Brands are less and less about what we buy, and more and more about who we are. That means your cola can't just taste good. It has to feel good, too. |
CRM
October 5, 2012
Kyle Lacy |
The Future of Marketing Strategy Embracing the cross-channel approach is the only option. |
CRM
September 2011
Brittany Farb |
Marketing to Communities Why old-school advertising delivers the wrong message |
HBS Working Knowledge
April 6, 2009
John Quelch |
Cheers to the American Consumer Why is the American consumer more venturesome? Six factors come to mind. |
InternetNews
February 11, 2004
Janis Mara |
UK Interactive Ad Growth Overtakes All Other Media UK online advertising has outdone movie theater ads and is gaining on radio, a study says. |
Entrepreneur
May 2005
Chris Penttila |
What Lies Beneath Today's consumers don't fit into yesterday's molds. Here's how to get a grip on the new demographics -- and get inside your customers' heads. |
BusinessWeek
August 4, 2003
Khermouch & Brady |
Brands in an Age of Anti-Americanism BusinessWeek/Interbrand's annual ranking of the world's most valuable brands shows that American labels are still potent |
HBS Working Knowledge
January 17, 2008
John A. Quelch |
If Marketing Experts Ran Elections Concepts that politicians can learn from consumer marketing. |
HBS Working Knowledge
June 16, 2008
John Quelch |
Seven Tips for Managing Price Increases Tips on how marketers can cope with inflation and consumer sticker shock. |
CRM
November 2015
Phillip Britt |
Mobile-First Strategies Take Hold in Emerging Markets Improving technologies and economies enable marketers to connect with hard-to-reach consumers |
InternetNews
April 23, 2004
Robyn Greenspan |
Consumers Becoming Marketing-Resistant A worsening attitude toward marketing messages presents new challenges for advertisers, as consumers are willing to accept extreme solutions. |
CRM
August 2015 |
Required Reading: Is Your Marketing Above the Noise? Keeping consumers' attention in new channels calls for classic marketing principles |
HBS Working Knowledge
December 14, 2007
John Quelch |
When Your Product Becomes a Commodity The speed from product launch to maturity is faster than ever before. |
InternetNews
March 10, 2008
Kenneth Corbin |
TV, Net Wrestle For Kids' Attention Marketers need to realize that while kids are front of their TV sets, most are doing more than just watching television, according to a new study. |
HBS Working Knowledge
March 19, 2014
Carmen Nobel |
A Brand Manager's Guide to Losing Control Social media platforms have taken some of the marketing power away from companies and given it to consumers. Jill Avery discusses the landscape of "open source branding," wherein consumers not only discuss and disseminate branded content, they also create it. |
The Motley Fool
October 26, 2010
Matt Koppenheffer |
A U.S. Collapse? Don't Make Me Laugh Despite a lot of scary talk, the U.S. is alive and well. |
HBS Working Knowledge
May 4, 2009
John Quelch |
What's Next for the Big Financial Brands Turmoil and distrust in the financial services sector is an open invitation to non-financial companies to exploit the brand vacuum created by the demise of the likes of Merrill Lynch and the Royal Bank of Scotland. |
CRM
October 2014
Maria Minsker |
Interactive Video Breathes New Life into Online Advertising Traditional linear content is out; personalized dynamic content is in. |
BusinessWeek
August 4, 2003
Gerry Khermouch |
America Has Image Woes, Not Its Brands Despite foreign fears of the country's go-it-alone attitude, the impact on its iconic product names has been negligible. |
InternetNews
November 13, 2007
Kenneth Corbin |
It's Not Your Father's Ad Industry IBM study predicts the rise of interactive advertising to stand the industry on its head. |
HBS Working Knowledge
October 29, 2008
John Quelch |
The Next Marketing Challenge: Selling to 'Simplifiers' Simplifiers present a challenge to marketers. These are well-off people who value quality over quantity and who do not buy proportionately more goods as their net worth increases. |
HBS Working Knowledge
March 18, 2009
John Quelch |
Marketing After the Recession The author discusses why marketers must start planning today to reach consumers after the recession. |
CRM
November 2014
Maria Minsker |
How to Create the Right Content for the Right Social Channel Marketers should understand and leverage the unique qualities of each network to drive conversations and conversion. |
CRM
August 2014
Maria Minsker |
Digital Marketing Opportunities Grow in Emerging Markets Reaching consumers in Latin America and Asia-Pacific requires local targeting. |
BusinessWeek
August 2, 2004
Diane Brady |
Cult Brands The seismic shift in clout from companies to their customers is creating opportunities, especially for younger brands that grew up with the Internet and have become adept at building user communities. |
CIO
October 28, 2011
Jack Bergstrand |
How CIOs Can Build a Better Brand Great brands result from robust business models, innovation and IT-enabled competitive advantage. |
CRM
June 1, 2006
Grosso et al. |
The Promise of Digital Advertising Good news abounds for CRM departments that can nimbly deploy their resident skills and data. CRM will be the critical differentiator among advertisers trying to navigate the next big wave in the digital era. |
CRM
April 2012
Judith Aquino |
Consumers Want More Personalized Shopping Experiences Studies show customers are willing to share data for better services, even though privacy is still a concern. |
CRM
January 2011
Augie Ray |
Consumers Depend on Us Being friended or followed is desirable; fostering trust is more important |
CRM
January 2014
Sarah Sluis |
Social Media Leads Content Marketing Quickly digested forms of content distribution win out over in-depth methods. |
CRM
December 2013
Maria Minsker |
Multicultural Marketing As minorities climb in social status, marketers must seize opportunities found in technology and data tools to reach new customers. |
Food Processing
August 2012
Diane Toops |
The Private World of Private Label Food Brands Will the category's 'quality copy-cat' reputation hold up after the recession? |
InternetNews
November 4, 2005
Susan Kuchinskas |
This 'Live' Space for Rent Microsoft is taking the ad-support fight to Google's backyard, and marketers are welcoming the space to play. |
Pharmaceutical Executive
February 1, 2006
Jere Doyle |
Alternative Media: How to Capture Your Target Consumers' Profile Data Online To better target and keep track of consumers, some pharmaceutical companies have developed online customer-acquisition programs, a marketing approach that identifies consumers who are interested in learning about drug treatments for their specific ailments. |
HBS Working Knowledge
August 2, 2004
Nunes, Johnson, & Breene |
In Marketing, Think Outside the Niche With hit products like no-wrinkle shirts and designer mints, some businesses are profiting from an updated form of mass marketing, notes this Harvard Business Review excerpt. |
CRM
November 2012
Judith Aquino |
Understanding the Shopper Economy How marketers can turn behavior into currency. Liz Crawford, a senior industry analyst at the Path to Purchase Institute, shows how to motivate shoppers in her new book, The Shopper Economy. |
Entrepreneur
August 2006
Gwen Moran |
Hot Stuff Make these top trends part of your marketing mix. |
