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Defining the Value of the Intangible: Why the Big 3 Car Companies Are...
During the height of the recent economic recession, the U.S. automotive industry was mired in debt and lost sales, prompting …Continue reading →
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Changing Titles to Reflect Changing Times: P&G Marketing Directors Become...
In its latest organizational re-conceptualization, the largest advertising purchaser in the world, Proctor & Gamble (P&G), will do away with …Continue reading →
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What the Sony Hacking Scandal Means for Marketers
The cyberattacks on Sony related to the release of the farcical comedy The Interview have had implications for various groups …Continue reading →
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The High Tech Talent Shortage
Brazil is one of the largest Internet markets in the world. It ranks third in terms of the amount of …Continue reading →
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Is Google Going the Way of Hewlett-Packard or Microsoft?
What makes Google the massive powerhouse that it is currently also might be the very thing that causes it to …Continue reading →
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Just How Expensive Can a Candy Crush Be?
Part of the addictive appeal of the apps that millions of people play, from “Candy Crush Saga” to “Clash of …Continue reading →
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By Satisfying Customers’ Unfamiliar Desires for Drinkable Yogurt, Lifeway...
Twenty years ago, virtually no one in the United States was consuming kefir, the yogurt-like, cultured dairy drink that now …Continue reading →
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A History Lesson that Still Holds True: The Polaroid Swinger and Consumer...
When Polaroid introduced a handheld, instant camera to the market 50 years ago, no market research provided any hint that …Continue reading →
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We Need the Annoyance: What a World Without Marketing or Advertising Would Mean
Consumers like to complain about advertising. It interrupts television shows, delays the start of movies, clutters the landscape, and overwhelms …Continue reading →
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Kola House Restaurant: Ensuring a Service Experience that Includes Pepsi
The terms and names that marketers use to describe their offerings are often critically important. Consumers might refer to carbonated …Continue reading →
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There’s Simply No Avoiding It: Location-Based Marketing and Pokémon Go
Everyone is doing it. We mean Pokémon Go, of course, the mobile app version of the nostalgic game that requires …Continue reading →
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The Regular, Ongoing Shifts to McDonald’s Menus
Menu changes often seem to come with great fanfare, as companies seek to gain publicity for their latest and greatest …Continue reading →
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The Kids Are Marketing All Right: Recycling and Selling on E-Commerce Platforms
Rather than waiting for retailers to stock the fashions they want or for their parents to give them enough money …Continue reading →
View ArticleAppealing to the Geeks Is Big Business: The Elaborate Experience Marketing at...
Comic-Con was once a refuge for nerds and geeks, interested in interacting with others to share stories about their intense …Continue reading →
View ArticlePutting Plated on the Shelf: The Acquisition of a Meal-Kit Service by Albertsons
Meal kits have become a prominent consumption channel, offering consumers the convenience of prepackaged portions and recipes, often delivered to …Continue reading →
View ArticleMaking a Family Business More Valuable by Addressing Gender Inequality in the...
Worldwide, the coffee supply chain is dominated by women—not that most marketing in this industry would indicate that. Rather than …Continue reading →
View ArticleIt Still Might Require Your Whole Paycheck: Whole Foods’s Pricing After the...
When Amazon purchased Whole Foods, much of the buzz centered on its announced plans to lower prices throughout the store. …Continue reading →
View ArticleScan Your Face, Drive Away in Less than a Minute: Using Biometrics at Hertz...
A modern business traveler arrives at Atlanta’s Hartsfield-Jackson International Airport, one of the busiest in the world, tired and ready …Continue reading →
View ArticleUsing Advertising, AR, and IMC to Get the Word Out: Bob’s Discount Furniture...
When Bob’s Discount Furniture determined that what it really needed to do was reinvent its image, to prevent consumers from …Continue reading →
View ArticleA Lipstick Option for Those Who Dream of a Hermes Bag
The ultra-luxury brand Hermès is known primarily for its extremely high priced handbags and scarves, luxury items that, by design, …Continue reading →
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