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The Elements of Value
Sales & Marketing Magazine ArticleWhat consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities... -
How Brand Building and Performance Marketing Can Work Together
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
Research: How Cultural Differences Can Impact Global Teams
Sales & Marketing Digital ArticleAnd what managers can do to help their international teams succeed. -
The Elusive Green Consumer
Sales & Marketing Magazine ArticleCompanies that introduce sustainable offerings face a frustrating paradox: Most consumers report positive attitudes toward eco-friendly products and services,... -
The New Science of Customer Emotions
Sales & Marketing Magazine ArticleWhen a company connects with customers' emotions, the payoff can be huge. Yet building such connections is often more guesswork than science. To remedy... -
How to Measure Inclusion in the Workplace
Consumer behavior Digital ArticleSeven key elements to look at, according to research. -
Neuromarketing: What You Need to Know
Sales & Marketing Magazine ArticleThe field of neuromarketing, sometimes known as consumer neuroscience, studies the brain to predict and potentially even manipulate consumer behavior... -
One Number You Need to Grow
Sales & Marketing Magazine ArticleCompanies spend lots of time and money on complex tools to assess customer satisfaction. But they're measuring the wrong thing. The best predictor of... -
Pricing and the Psychology of Consumption
Sales & Marketing Magazine ArticleMost executives know how pricing influences the demand for a product, but few of them realize how it affects the consumption of a product. In this article,... -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
Creativity in Advertising: When It Works and When It Doesn't
Sales & Marketing Magazine ArticleDo highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes... -
How to Market in a Downturn
Sales & Marketing Magazine ArticleBecause no two recessions are exactly alike, marketers find themselves in poorly charted waters every time one occurs. But guidance is available, say... -
10 Ways to Boost Customer Satisfaction
Sales & Marketing Digital ArticleTakeaways from an analysis of millions of consumer data points. -
A Diverse Board Is an Independent Board
Boards Digital ArticleAnd window dressing doesn’t cut it. -
How Companies Can Meet the Needs of a Changing Workforce
Age and generational issues Digital ArticleGender and age trends are redefining the “standard” career trajectory. -
High-Tech Touchpoints Are Changing Customer Experience
Customer experience Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
Can You Push Diversity Without Creating Resentment?
Consumer behavior Digital ArticleMake sure you’re talking to the current majority as much as you’re focusing on minority groups. -
A 3-Step Strategy to Support the New U.S. Mask Mandate
Finance & Accounting Digital ArticleHere's what CEOs and other leaders can do. -
Discover Your Products' Hidden Potential
Sales & Marketing Magazine ArticleA successful strategy for selling your products or services depends on your ability to get into the minds of your targeted customers. But sometimes the... -
Unlocking AI's Potential for Social Good
Technology & Operations Digital ArticleThree actions policymakers and business leaders can take today.
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Applegate Farms
Management Case Study8.95View Details -
Marketing James Patterson
Sales & Marketing Case Study8.95View Details Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses... -
BMWFilms
Sales & Marketing Case Study6.95View Details Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign... -
Rocket Fuel: Measuring the Effectiveness of Online Advertising
Sales & Marketing Case Study8.95View Details The case describes an experiment designed to measure the effectiveness of an online display advertising campaign. After running the campaign for their... -
Drinkworks: Home Bar by Keurig
Sales & Marketing Case Study15.05View Details In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company's upcoming product launch.... -
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
Sales & Marketing Case Study8.95View Details As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact... -
Dear Herb
Leadership & Managing People Case Study5.00View Details This case consists of a letter to Herb Kelleher, chairman of Southwest Airlines requesting his comments on a pair of first-hand experiences on Southwest... -
Predicting Purchasing Behavior at PriceMart (A)
Finance & Accounting Case Study8.95View Details This case follows VP of Marketing, Jill Wehunt, and analyst Mark Morse as they tackle a predictive analytics project to increase sales in the Mom & Baby... -
Showrooming at Best Buy
Sales & Marketing Case Study8.95View Details Best Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones... -
Salty Snacks
Sales & Marketing Case Study8.95View Details The Salty Snacks case is a data analysis exercise using Excel. The case uses real data from a consumer goods panel. It presents the student with a table... -
Fishbowl: Scaling Up
Sales & Marketing Case Study8.95View Details Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike... -
White Claw: Defending Market Share as Competition Encroaches
Sales & Marketing Case Study8.95View Details By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from... -
Sony and the JK Wedding Dance
Sales & Marketing Case Study8.95View Details Executives at Sony Music Entertainment faced a dilemma: a user-generated video featuring controversial artist Chris Brown's music was netting millions... -
Reimagining Hindustan Unilever (A)
Management Case Study15.05View Details In the fall of 2019, the CEO and MD of Hindustan Unilever (HUL), India's largest fast-moving consumer goods (FMCG) firm, is wondering what to do about... -
Campbell Soup Company: Selling Channel Innovation to Customers
Technology & Operations Case Study8.95View Details Campbell Soup, like most food manufacturers, faced grocery chain and wholesale demand for its goods driven by Campbell's own promotional pricing structure... -
Note on Market and Consumer Research
Sales & Marketing Case Study8.95View Details Discusses scope of market and consumer research, steps in the research process, and how managers use research in marketing and decision-making. -
Vicinity Corp.: Turning Web Traffic into Store Traffic
Technology & Operations Case Study8.95View Details Vicinity uses its Internet and m-commerce technology to help drive traffic into its customers' physical distribution outlets. The company has terrific... -
Freemark Abbey Winery
Strategy & Execution Case Study8.95View Details Freemark Abbey must decide whether to harvest in view of the possibility of rain. Rain could damage the crop but delaying the harvest would be risky.... -
Clothing Chris and Chrissie
Leadership & Managing People Case Study8.95View Details
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The Elements of Value
Sales & Marketing Magazine ArticleWhat consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities... -
How Brand Building and Performance Marketing Can Work Together
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
Research: How Cultural Differences Can Impact Global Teams
Sales & Marketing Digital ArticleAnd what managers can do to help their international teams succeed. -
The Elusive Green Consumer
Sales & Marketing Magazine ArticleCompanies that introduce sustainable offerings face a frustrating paradox: Most consumers report positive attitudes toward eco-friendly products and services,... -
The New Science of Customer Emotions
Sales & Marketing Magazine ArticleWhen a company connects with customers' emotions, the payoff can be huge. Yet building such connections is often more guesswork than science. To remedy... -
How to Measure Inclusion in the Workplace
Consumer behavior Digital ArticleSeven key elements to look at, according to research. -
Neuromarketing: What You Need to Know
Sales & Marketing Magazine ArticleThe field of neuromarketing, sometimes known as consumer neuroscience, studies the brain to predict and potentially even manipulate consumer behavior... -
One Number You Need to Grow
Sales & Marketing Magazine ArticleCompanies spend lots of time and money on complex tools to assess customer satisfaction. But they're measuring the wrong thing. The best predictor of... -
Pricing and the Psychology of Consumption
Sales & Marketing Magazine ArticleMost executives know how pricing influences the demand for a product, but few of them realize how it affects the consumption of a product. In this article,... -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech.