Do B-Corps react better to adversity? (#M4BW)
A new key term in 17th edition of Essentials of Marketing, is B-Corporation (B-Corp) certification “a private certification that meets a high standard for social…
Chapter 01
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He brought socially conscious change to Volvo without hurting profits, and challenges other CEOs to do the same (#M4BW)
Another #M4BW (Marketing for a Better World) Monday post. Out of the World Economic Forum, former Volvo CEO Pehr Gyllenhammar wrote this op-ed at CNN Business,…
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The most sustainable companies in America are beating the market (#M4BW)
Regular readers, and those who have already seen the 17th edition of Essentials of Marketing know that we believe business can contribute to making a better, more…
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#M4BW | Chapter 01 | Chapter 02 | Chapter 13 | Chapter 15
“Buy one give one” business models — marketing for a better world (#M4BW) or not?
The buy one give one business model has been around for many years. One of the early advocates was Tom’s Shoes which donates a pair…
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Can marketing help make the world a better place? #M4BW
Marketing gets a lot of criticism. Those of us who teach marketing know that good marketing can contribute to a better world. Meeting customers’ needs…
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He Knows if You’ve Been Naughty or Nice
Welcome back, I hope everyone had a restful and relaxing holiday with friends and family! When I saw this Marketoonist cartoon I thought it was…
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Truth in Advertising
We have all seen our fair share of unethical or misleading marketing campaigns in the world. In the quest to win customers, companies will often…
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Chapter 01 | Chapter 05 | Chapter 08 | Chapter 09 | Chapter 13 | Chapter 16 | Chapter 17 | New-product development | Product | Promotion | Publicity | Social media
“We wanted [our restaurant] to be Instagrammable”
Most industries report a decline in the effectiveness of advertising as a means to tell customers about their product. As we note in chapter 16,…
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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…