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The New Rules of Marketing Across Channels
Sales & Marketing Digital ArticleStrategies for navigating a new kind of communication landscape: the "echoverse." -
Inside the Success of South Korean Brands
Sales & Marketing Digital ArticleThe specific and effective strategies that catapulted these brands to global success. -
How the Pandemic Changed Marketing Channels
Marketing Digital ArticleA new survey of more than 300 marketing leaders identified five key trends. -
Why the Influencer Industry Needs Guardrails
Sales & Marketing SpotlightThe author argues for an industry in which unethical behavior is punished; professional expectations, pay, and desired outcomes are standardized; and... -
Put the "and" Back in "Sales and Marketing"
Sales & Marketing Digital ArticleHow these two important functions can work better together. -
The Power of Small, Flexible Teams
Ed Gilligan, president of American Express Company, describes how a small, cross-functional team launched Small Business Saturday in three weeks. -
How AI Can Help Sales Teams Craft More Personalized Pitches
AI and machine learning Digital ArticleHistorically, creating relevant messaging required a lot of leg work and research. New tools make it much easier. -
How the Biden Administration Can Make a Public Option Work
Global Business Digital ArticleThe existing Medicare Advantage plan is a helpful model. -
Why Certain Things Go Viral
Technology & Operations VideoThe emotions that make us want to share. -
Lessons from the Bud Light Boycott, One Year Later
Marketing Digital ArticleSix factors that make a brand more susceptible to consumer backlash. -
How Marketers Choose College Athlete Influencers
Sales & Marketing SpotlightThe authors' research findings: Athletes' image and quality of social media posts are more important than their follower counts, posts should feature... -
Is Your Marketing Organization Ready for What's Next?
Sales & Marketing Magazine ArticleSweeping technological change has revolutionized marketing, while societal challenges have raised expectations about marketers' social performance. This... -
Why Sex and Violence Don't Sell
Sales & Marketing ResearchThey're distracting! (Probably.) -
Research: Customer Referrals Are Contagious
Sales & Marketing Digital ArticleReferred customers not only buy more but also refer 30-57% more new customers than others. -
How the Best Brand-Influencer Partnerships Reach Gen Z
Sales and marketing Digital ArticleFive lessons from companies leaning into the creator economy. -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
How Brand Building and Performance Marketing Can Work Together
Brand management Magazine ArticleWith the right metrics, you can increase the return on both. -
Negative Reviews Can Boost Sales Even More Than Positive Ones
Social marketing Magazine ArticleWhen people identify with a brand, they’ll defend it from attack. -
Winning at Influencer Marketing
Management Digital ArticleOver the past 20 years the social media influencer industry has completely rearranged the way information and culture are conceived, produced, marketed,... -
What Makes a Successful Celebrity Brand?
Marketing SpotlightStars are using their influencer status to launch their own products and capture more profits for themselves.
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Social Media Marketing
Sales & Marketing Case Study8.95View Details This technical note describes the history and benefits of social media marketing and discusses the ways in which it differs from traditional marketing.... -
Green Gold -an Innovative Sustainable Mining Scheme
Strategy & Execution Case Study11.95View Details AMICHOCÓ Foundation was a private non-profit organization operating since 1996 in the Colombian department of Chocó, one of the poorest in the country... -
In-housing Digital Marketing at Sprint Corp.
Sales & Marketing Case Study11.95View Details In the fall of 2019, Sprint's Chief Digital Officer Rob Roy reflected on the telecom's efforts to improve the effectiveness of its digital marketing campaigns.... -
Marketing Reading: Consumer Behavior and the Buying Process
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
Oiselle: How Does an Activist Brand Authentically Commit to Advancing Diversity, Equity, and Inclusion?
Strategy & Execution Case Study11.95View Details This case examines a small, high-growth women's athletic apparel company's activities to advance diversity, equity, and inclusion (DEI) and impact the... -
Nehemiah Mfg. Co.: Providing a Second Chance
Innovation & Entrepreneurship Case Study11.95View Details In 2009, Dan Meyer and Richard Palmer, two veterans of the fast-moving consumer goods (FMCG) industry, founded Nehemiah Manufacturing to build FMCG brands... -
Dumb Ways To Die: Advertising Train Safety (B)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
ECOALF: Fashion for the Future
Management Case Study11.95View Details ECOALF, a Spanish fashion brand and sustainability pioneer, aimed to tackle the industry's challenges of excessive consumption and production. The brand's... -
Facebook Fake News in the Post-Truth World
Strategy & Execution Case Study11.95View Details In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the... -
Netflix Inc.: Proving the Skeptics Wrong
Leadership & Managing People Case Study11.95View Details Netflix, a subscription-based movie and television show rental service, offered content to subscribers either via DVDs delivered by mail, or through Internet-based... -
Out of Hand Theater: Monetizing Creativity
Management Case Study11.95View Details Ariel Fristoe co-founded the Out of Hand Theater ensemble (OOH) in Atlanta in 2001. OOH began as a traditional theater nonprofit, which Ariel and her... -
Business Model Analysis for Entrepreneurs
Innovation & Entrepreneurship Case Study8.95View Details This note defines a business model and its major elements: a customer value proposition, a technology and operations management plan, a go-to-market plan,... -
Sociable Labs B
Sales & Marketing Case Study5.00View Details Sociable Labs was conceived as a start-up business attempting to use friend recommendations to curate and recommend purchase opportunities on the internet.... -
Cancer Screening in Japan: Market Research and Segmentation
Sales & Marketing Case Study11.95View Details Since founding CancerScan in 2008, Jun Fukuyoshi and Yoshiki Ishikawa had helped to improve cancer screening rates in Japan. Between 2005 and 2007, awareness... -
Procter & Gamble PuR Purifier of Water TM (B): A Second Chance
Global Business Case Study5.00View Details P&G's PuR: Purifier of Water, a household water treatment sold in small sachets, was developed by P&G, in collaboration with the US Centers for Disease... -
Eco Femme Cloth Pads: Reaching Rural Women
Sales & Marketing Case Study11.95View Details Eco Femme (EF) was a social enterprise founded in 2010. It developed re-usable cloth sanitary napkins and marketed towards those looking for sustainable... -
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... -
Aravind Eye Hospital, Madurai, India: In Service for Sight
Sales & Marketing Case Study11.95View Details Starting as a modest 20-bed hospital, Aravind had grown into a 1,400-bed hospital complex by 1992. It had by then screened 3.65 million patients and performed... -
Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign
Sales & Marketing Case Study5.00View Details This case reveals the events that took place after the conclusion of the case "Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign."... -
PSI: Social Marketing Clean Water
Global Business Case Study11.95View Details Senior management at PSI, arguably the world's largest and most successful social marketer with impressive achievements in the field of family planning,...
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The New Rules of Marketing Across Channels
Sales & Marketing Digital ArticleStrategies for navigating a new kind of communication landscape: the "echoverse." -
Social Media Marketing
Sales & Marketing Case Study8.95View Details This technical note describes the history and benefits of social media marketing and discusses the ways in which it differs from traditional marketing.... -
Green Gold -an Innovative Sustainable Mining Scheme
Strategy & Execution Case Study11.95View Details AMICHOCÓ Foundation was a private non-profit organization operating since 1996 in the Colombian department of Chocó, one of the poorest in the country... -
In-housing Digital Marketing at Sprint Corp.
Sales & Marketing Case Study11.95View Details In the fall of 2019, Sprint's Chief Digital Officer Rob Roy reflected on the telecom's efforts to improve the effectiveness of its digital marketing campaigns.... -
Marketing Reading: Consumer Behavior and the Buying Process
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
Inside the Success of South Korean Brands
Sales & Marketing Digital ArticleThe specific and effective strategies that catapulted these brands to global success. -
Oiselle: How Does an Activist Brand Authentically Commit to Advancing Diversity, Equity, and Inclusion?
Strategy & Execution Case Study11.95View Details This case examines a small, high-growth women's athletic apparel company's activities to advance diversity, equity, and inclusion (DEI) and impact the... -
Nehemiah Mfg. Co.: Providing a Second Chance
Innovation & Entrepreneurship Case Study11.95View Details In 2009, Dan Meyer and Richard Palmer, two veterans of the fast-moving consumer goods (FMCG) industry, founded Nehemiah Manufacturing to build FMCG brands... -
Dumb Ways To Die: Advertising Train Safety (B)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
ECOALF: Fashion for the Future
Management Case Study11.95View Details ECOALF, a Spanish fashion brand and sustainability pioneer, aimed to tackle the industry's challenges of excessive consumption and production. The brand's...