teachthe4ps.com » Implementation

“Reinventing Marketing at GE”

Joe Cannon — Sat, 23 Jul 2011 21:38:13 +0000

Over at his Effective Marketer blog, Daniel Kuperman offers a nice summary overview of “Unleashing the Power of Marketing” (an HBR article from last October). His post, titled “Reinventing Marketing at GE” (July 7, 2011) provides a nice case study example that could be used at one of a couple different areas in the introductory marketing course — with strategy planning, business marketing, or implementation. In chapter 3 in both Basic Marketing and Essentials of Marketing we use the GE ecomagination campaign as an extended example of sustainability. I also posted this at Learn the 4 Ps – as Daniel neatly summarizes key marketing roles, some of which our students need to recognize and master to be successful in the long-run.

Video: “How Starbucks found its way back”

Joe Cannon — Thu, 25 Mar 2010 14:19:39 +0000

This is another segment from CNN’s Poppy Harlow’s interview with Howard Shultz. This might fit in one of several marketing class sessions. Starbucks is a retailer so it might fit there. But I think it works best when talking about implementation and control of marketing strategy. Thus it might fit with our books with chapter 2 or with chapter 19 in Basic Marketing. Note: I can usually resize videos to make them fit my column, but it did not work with this one — so click here to see it larger on the CNN site.

“Happy Employees Create Better Customer Experiences”

Joe Cannon — Tue, 02 Feb 2010 03:35:03 +0000

My former colleague Jim Pailin, who was in the PhD program with me at North Carolina, worked on a dissertation in this area almost 20 years ago. And it is still true, “Happy Employees Create Better Customer Experiences” (Customer Experience Matters blog, February 1, 2010). Jim was particularly interested in looking at this for services — and I am sure that happy employees matter even more in service businesses. From Bruce Temkin’s blog post you can find a link to Fortune magazine’s list of the 100 best companies to work for.