Case Study: Vacation Re-Positions Sunscreen With Retro Campaign
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…
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Lego keeps rocking…
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…
- Chapter 02 | Chapter 03 | Chapter 04 | Chapter 05 | Chapter 08 | Chapter 16 | Flip Exercise | In-Class Activity | International | Marketing strategy planning | Place | Positioning | Price | Product | Promotion
Case Study: Crocs in China
Black Crocs shoes with Jibbitz charm decorations.
- Artificial Intelligence | Chapter 04 | Chapter 13 | Chapter 15 | Chapter 16 | In-Class Activity | Tips for Teaching | Tips for Technology
#AI4M*: Does AI harm (or foster) critical thinking?
*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)….
- Artificial Intelligence | Flip Exercise | In-Class Activity | Teaching Technology Tips | Tips for Teaching | Tips for Technology
#AI4M*: Helping students become AI power-users
*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)….
AI Assistant Showdown: What You and Your Students Should Know
With so many AI assistants flooding the market, it’s tough to keep track of what each one actually does well—and what sets them apart. This…
- Chapter 08 | Chapter 09 | Chapter 17 | Chapter 18 | Price | Product
Perfect Price Points: How Brands Like PepsiCo and Estée Lauder Are Rewriting Value
This short but informative WSJ article highlights how brands across industries—from cosmetics to snacks to household goods—are rethinking their pricing strategies in response to falling…
A few articles on AI and Marketing
No, it is not your imagination, Teach the 4Ps posts a lot about AI and marketing. There are a couple of reasons for this. First,…
- Chapter 05 | Chapter 07 | Chapter 09 | Consumer behavior | Market research | New-product development | Product
Toothbrush Tech: Creating Customer Value in the Oral Care Market
This WSJ article offers a fascinating look at Colgate-Palmolive’s relentless pursuit of the “perfect toothbrush,” led by Eduardo Jiménez, Director of Technology. With over 239…
