What’s Now? Chapter 4 – Luxury Goods and Service Providers Target the Wealthiest
Demographic data supports the notion that the rich keep getting richer; the top 1% of American households controlling more than 40% of the country’s wealth….
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What’s Now? Chapter 3 – BMW Faces the Future of the Driverless Car
The future of the automobile industry, while still blurry, is beginning to come into focus. Experts agree that self-driving cars are the future. But will…
What’s Now? Chapter 2 – Hungry Harvest Tackles Food Waste and Hunger
The website brandchannel has launched a series of short case study articles. A team of Yale MBA students evaluate a purpose-driven startup and offer some…
What’s Now? Chapter 1 – Startup Sustainable Furniture Company Gets Tips from Yale MBA Students
The website brandchannel has launched a series of short case study articles. A team of Yale MBA students evaluate a purpose-driven startup and offer some…
“What’s Now?” It’s one of the new features in Essentials of Marketing 15e
We are pleased to unveil a new feature with this edition of Essentials of Marketing. One of the challenges we face with writing a marketing textbook…
Apple Advertising Over 40 Years
Many of our students love Apple products and the brand in general. It usually ranks in the top 2-3 most frequently mentioned when I survey…
New-product development at Ikea
IKEA is one of the most successful and interesting companies of our day. IKEA is a case study we use to open our chapter on cross-functional…
Why “location” matters to advertisers
Marketing managers like to have as much information as possible about target customers. In this interview, the president of Blismedia describes how his company uses…
Ever wondered how an Amazon warehouse works?
My research is in channels of distribution and buyer-supplier relationships. And even I must admit that this is not the most “fun” of the 4…