Trademark Disputes
Trademarks can be tricky. When companies spend millions to build and maintain a brand they want to make sure that brand is protected. One way…
Blog
The Evolution of Black Friday
Thanksgiving is a time of tradition for Americans – spending time with friends and family, eating more than we know we should, and shopping. Retailers…
Stereotypes and Segmentation
The concept of segmentation is important to us as marketers. We use segmentation to help us focus our strategies so we can do a better…
Shopping On The Go
The retail industry is experiencing its biggest shakeup since the advent of mass-merchandising. Amazon’s success has pushed traditional retailers to find new ways to differentiate…
Advertising | Chapter 15 | Chapter 16 | Chapter 19 | Integrated marketing communications | Promotion
Improved ad targeting at the expense of privacy
Advertising continues to shift away from traditional media and more to digital media. In particular, mobile advertising is the hot platform these days due to…
Chapter 13 | Chapter 16 | Chapter 19 | Ethics | Promotion | Publicity
The Gray World of Online Reviews
The internet has given consumers incredible power when it comes to evaluating and purchasing products. No longer do you have to visit multiple stores to…
Advertising | Chapter 09 | Chapter 12 | Chapter 13 | Chapter 15 | Chapter 16 | Logistics | Product | Product life cycle
Welcoming unwelcome innovation
In my Principles of Marketing class I ask my students a simple True/False question: “Good marketing means giving customers the products and services they ask…
Chapter 04 | Chapter 09 | Chapter 13 | New-product development | Product | Product life cycle | Segmentation
Promoting differentiation in a mature market
Bloomberg’s short article/interview entitled “A Folding Bike Helmet That Looks Good and Still Shields Your Brain” shows inventors can still find room to innovate, even…
The World’s Most Valuable Brands
Most students understand that a recognizable brand is an important asset for a company, but few realize that value can be quantified as brand equity. …