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Are Your Ads Funding Disinformation?
Advertising Digital ArticleOnline advertising is opaque and often funnels money to sites that can damage your brand. Here’s how companies can protect themselves. -
High-Tech Touchpoints Are Changing Customer Experience
Sales & Marketing Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
Using Technology to Create a Better Customer Experience
Sales & Marketing Digital ArticleYour strategy should be driven by relationship-building - not shiny new tech. -
Why Marketers Are Returning to Traditional Advertising
Sales & Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads. -
Five Ways the Advertising Industry Is About to Transform
Sales & Marketing Digital ArticleTechnology is quickly changing the industry. -
To Prove Your Company Isn’t Greenwashing, Endorse Smart Regulation
Advertising Digital ArticleIt’s the best way to show consumers that you practice what you preach. -
Comparing the ROI of Content Marketing and Native Advertising
Brand management Digital ArticleWhich one should you invest in? -
Why We Buy Products Connected to Place, People, and Past
Sales & Marketing Digital ArticleResearch on why people are drawn to goods that feel artisanal and handmade. -
Content Moderation Is Terrible by Design
Labor Big IdeaA conversation about how to fix the front lines of the internet. -
Why Consumers Rebel Against Slogans
Sales & Marketing Magazine ArticleWhereas brand names can "prime" consumers to react positively to a product or business, slogans often backfire, because people recognize them as attempts... -
Advertising Analytics 2.0
Sales & Marketing Magazine ArticleMost marketers think they know how their advertising affects consumer behavior and drives revenue. They correlate sales data with a few dozen discrete... -
The Power and Perils of Puffery
Sales & Marketing Digital ArticleThis is a powerhouse blog entry, one of the most important and relevant stories published online in a long time, written in a superior style, and enjoyed... -
The Danger of Touting a Product as "the Best"
Sales & Marketing Magazine ArticleNew research shows that comparative ads and "Ours is the best!" product positioning can backfire, because they activate something known as the maximizing... -
Univision's Ratings Win Underlines the Power of Hispanic Marketing
Sales & Marketing Digital ArticleSavvy advertisers are keeping pace with a changing customer landscape. -
Enhancing Customer Insights with Public Location Data
Communication Digital ArticleSocial media can help you better map the customer journey. -
Research: Consumers Value Fate in Marketing Narratives
Sales and marketing Digital ArticleThe story of how a product was discovered can change the level of consumers’ interest. -
Why Marketers Are Spending Less on Social Media
Marketing Social Digital ArticleA survey of nearly 300 marketing executives found social media investments at a seven-year low. -
The Off-Line Impact of Online Ads
Sales & Marketing Magazine ArticleAdvertising on the internet increases sales in brick-and-mortar stores even more than it does online. Individually, search ads and display ads have the... -
Making Mobile Ads That Work
Sales & Marketing Magazine ArticleResearch shows that mobile banner ads can be effective for some products--those that are both utilitarian and "high involvement" (bought only after much... -
How to Acquire Customers on the Web
Sales & Marketing Magazine ArticleMost retailers on the Web spend more to acquire customers than they will ever get back in revenue from them. Many think that sky-high spending on marketing...
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BMWFilms
Sales & Marketing Case Study11.95View 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... -
Big Boom Beverages: Fight or Flight?
Innovation & Entrepreneurship Case Study8.95View Details Four college friends market a beverage that combines ingredients like those in a drink they consumed in college bars. It includes a caffeinated energy... -
Charlotte Beers at Ogilvy & Mather Worldwide (A)
Leadership & Managing People Case Study11.95View Details Examines Beer's actions on assuming leadership of Ogilvy & Mather Worldwide, the world's sixth largest advertising agency, during a period of rapid industry... -
Kingsford Charcoal
Sales & Marketing Case Study11.95View Details Since the 1980s, Kingsford had continued to enjoy steady, moderate growth of 1% to 3% in revenues each year. During most of this time, the charcoal category... -
(PRODUCT) RED (B)
Sales & Marketing Case Study5.00View Details Updates the (PRODUCT) RED (A) case through early 2008, including announcements of new partner relationships (with Hallmark, Microsoft, and Dell) as well... -
Dongfeng Nissan's Venucia (A)
Strategy & Execution Case Study11.95View Details The (A) case describes the launch of a new passenger vehicle in China, produced jointly by Nissan of Japan and by Chinese automaker Dongfeng. Early sales... -
Introducing ... The XFL!
Sales & Marketing Case Study11.95View Details When the XFL professional football league debuted on February 3, 2001, it generated a Nielsen rating of 10.1, higher than any nationally televised program... -
Dumb Ways To Die: Advertising Train Safety (A)
Sales & Marketing Case Study11.95View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Brown Bag Films (B)
Innovation & Entrepreneurship Case Study5.00View Details Brown Bag Films produced programming for Disney, Amazon, BBC, and Nickelodeon, reaching an audience of more than 100 million pre-school children around... -
Hasbro Games: POX (A)
Sales & Marketing Case Study11.95View Details Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign,... -
ClearScore, 2018
Strategy & Execution Case Study11.95View Details In October 2017, Experian, one of the "Big Three" consumer credit reporting agencies in the United Kingdom made an offer to acquire ClearScore for a total... -
Improving Repurchase Rates at zulily
Sales & Marketing Case Study11.95View Details In February 2015, zulily co-founder CEO, Darrell Cavens faced a major challenge in his business, a Seattle-based daily deals site that catered to moms.... -
Dongfeng Nissan's Venucia (B)
Strategy & Execution Case Study5.00View Details The (A) case describes the launch of a new passenger vehicle in China, produced jointly by Nissan of Japan and by Chinese automaker Dongfeng. Early sales... -
Madison Avenue: Digital Media Services (B)
Technology & Operations Case Study5.00View Details In late 1999, Madison Avenue was experiencing phenomenal growth in sales, clients, employees, and services provided. The stress and strain on the firm's... -
The World Trade Organization and Tobacco Plain Packaging: Is Packaging Adverting and Does It Influence Consumption?
Sales & Marketing Case Study11.95View Details This case has stimulated some of the most engaged discussions in my 25 years of case teaching. Students will embrace opposing sides in debating how much... -
IdentiGEN
Technology & Operations Case Study11.95View Details Ciaran Meghen and Ronan Loftus, co-founders of IdentiGEN (an Irish company that had created a unique service called DNA TraceBack to help customers identify... -
D&G's Marketing Missteps in China (C): The Epilogue
Sales & Marketing Case Study5.00View Details In November 2018, Dolce & Gabbana S.R.L. (D&G) faced a serious brand crisis following the release of three short videos on Instagram, Facebook, and Twitter... -
Executive Compensation at Talent Partners
Finance & Accounting Case Study11.95View Details Talent Partners' CEO was very successful at growing the business and establishing its leadership position. He was compensated with a mix of salary and... -
NBCUniversal Telemundo: Transforming Latino Television
Leadership & Managing People Case Study11.95View Details In August 2017, Cesar Conde, chairman of NBCUniversal International Group and NBCUniversal Telemundo Enterprises, considered how the Miami-based Spanish-language... -
Global Brand Management: Best Practices and Learnings from Efforts to Build the Business "Over There
Sales & Marketing Case Study9.95View Details This technical note discusses learnings from organizations facing the challenges of managing brands across global geography. It talks about best practices...
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Are Your Ads Funding Disinformation?
Advertising Digital ArticleOnline advertising is opaque and often funnels money to sites that can damage your brand. Here’s how companies can protect themselves. -
High-Tech Touchpoints Are Changing Customer Experience
Sales & Marketing Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
Tech at Work: How the End of Cookies Will Transform Digital Marketing
Advertising AudioWhat will the end of third-party cookies mean for digital advertising, online publishing, and the open Internet? -
Using Technology to Create a Better Customer Experience
Sales & Marketing Digital ArticleYour strategy should be driven by relationship-building - not shiny new tech. -
BMWFilms
Sales & Marketing Case Study11.95View 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... -
Big Boom Beverages: Fight or Flight?
Innovation & Entrepreneurship Case Study8.95View Details Four college friends market a beverage that combines ingredients like those in a drink they consumed in college bars. It includes a caffeinated energy... -
Charlotte Beers at Ogilvy & Mather Worldwide (A)
Leadership & Managing People Case Study11.95View Details Examines Beer's actions on assuming leadership of Ogilvy & Mather Worldwide, the world's sixth largest advertising agency, during a period of rapid industry... -
Kingsford Charcoal
Sales & Marketing Case Study11.95View Details Since the 1980s, Kingsford had continued to enjoy steady, moderate growth of 1% to 3% in revenues each year. During most of this time, the charcoal category... -
(PRODUCT) RED (B)
Sales & Marketing Case Study5.00View Details Updates the (PRODUCT) RED (A) case through early 2008, including announcements of new partner relationships (with Hallmark, Microsoft, and Dell) as well... -
Dongfeng Nissan's Venucia (A)
Strategy & Execution Case Study11.95View Details The (A) case describes the launch of a new passenger vehicle in China, produced jointly by Nissan of Japan and by Chinese automaker Dongfeng. Early sales...
