Keeping up with the fast-moving world of marketing is a real challenge these days. As a textbook author, I feel even more obliged to know…
Skin whitening products are used to lighten people’s skin color. Some of us white folks in the United States may be unaware of the widespread…
In today’s inflationary economy, there are lots of stories about companies raising prices. Yet today, there are a few brands that vow to hold prices…
Burberry Open Spaces Film (2:24). Pure unadulterated fun – I guess that is the positioning (Chapter 4 and maybe Chapter 13 – promotion objectives) that…
Readers of Essentials of Marketing will recall our Chapter 4 case opener on Lego. We use this case to introduce segmentation and targeting, talking about…
Toxic Influence: A Dove Film – Dove Self-Esteem Project https://youtu.be/sF3iRZtkyAQ (3:48). Good tie-ins with Chapters 1 (#M4BW), 3 (mission statement), 4 (positioning) and C19 (#M4BW)….
What did you think of the Super Bowl? No, not the game — we teach marketing, we watch the ads. I find it fun to…
This is a fascinating trend. I first noticed this with Patagonia. The clothing brand that encourages people to keep their clothes longer (recall the “Don’t…
Soon after the pandemic hit New York, Brooklyn cyclist Drew Bennett posted on his Instagram Stories that he was going on a bike ride and…