Business in Action, 8th Ed.
Chapter 13: The Art and Science of Marketing
"If good brands don't communicate exactly what the company does up front, they quickly make themselves synonymous with those products or services.
Tamara Kleinberg observes fellow customers complaining to her but not to the customer service agent and asks if your business is experiencing the same phenomenon.
"Do you advertise on Facebook?
"Spying on your ecommerce competition can help with product pricing and marketing strategy.
"With the right mix of speed, timing and guts, smart founders can profit hugely from their much, much, much larger rivals' misfortune.
"Ever wondered why it's called "7UP"?
"Retailers and manufacturers are putting more dollars into front-line efforts in the stores themselves, says Paco Underhill, founder of Envirosell and author of Why We Buy: The Science of Shopping.
"I’ve been chronicling the slow demise of B&N for years now, watching the company bleed out, drop by drop, until it has become a shell of its former value.
"Video is the marketing juggernaut that continues to grow year over year.
"This [past] fall, Nordstrom opened a new store in West Hollywood, Calif.
"Find out why the smartphone will be crucial for retailers in 2018 and beyond with the first part of a brand new slide deck from BI Intelligence called The Future of Retail 2018.
"This is an interesting tactic from the retailer, and one that makes a lot of sense from a behavioral perspective.
"In August, the Interactive Advertising Bureau (IAB)’s release of a buyer’s guide for podcast advertising signaled that advertisers and marketers are beginning to take podcasting seriously as a marketing channel.
"How to fix the most common blogging bloopers.
"Some smaller retailers will tug at shoppers’ heartstrings during the holidays, trying to create an emotional experience or connection that a big national chain might not provide.
"Before the internet took over the economy, "marketing" used to mean spending hundreds of thousands of dollars on a creative team, communications staff, and messaging.
Knowledge@Wharton takes an in-depth look at the concept of in-store experiences.
"Trouble luring in new business?
"With this new tool, brand centrality and distinctiveness don't have to be contradictory goals.
"More than a century ago, the department store magnate John Wanamaker famously complained about his inability to gauge the effectiveness of the money he spent on advertising.
According to Shaban Arora (photo, left), "Marketers today base their strategies on research, trends and past experience.
"Pinterest is becoming an increasingly attractive option for businesses when interacting with customers online.
"Here is my list of the most common mistakes retailers make, and my hope is someone, even one person reads this, and says, 'this won't happen to me!'"
"Creative design is a big part of what makes or breaks a new product.
"Dramatic demographic shifts are transforming the world’s consumer landscape.