Social norms theory proposes that people’s behavior is influenced by their perceptions of how others in their peer group think and act. When people overestimate…
Regular readers know my fascination with the Marketoonist. His cartoons (and associated commentary) always seem to hit the mark in a humorous way. I like…
Brightland is an interesting brand with an interesting history. You can learn more by reading “Can Brightland’s new squeeze bottles help it win the olive…
Earlier this week, we posted about what AI might mean for advertising. This recent Wall Street Journal article, “How the Owner of Hidden Valley Ranch…
Marketing isn’t just for selling products—it’s increasingly harnessed by institutions pursuing non-commercial goals. Whether it’s evangelism, enlistment, or civic engagement, the strategic use of segmentation,…
*Note: In the forthcoming 2026 release of Essentials of Marketing, we highlight content showing how AI is used in marketing with “#AI4M” (AI for marketing). We…
This Wall Street Journal article, “Musk and Zuckerberg Praise This $3,000 Smart Mattress Cover. Will Regular People Buy, Too?” offers an example of a company…
This article, “How Three Friends Built a Multimillion-Dollar Brand by Making Sunscreen Fun Again” (Wall Street Journal, July 19, 2025) provides a mini case study…
Readers of Essentials of Marketing may recall that the case opener for Chapter 4 features LEGO. The company is a great case study and fits…