From Barefoot to Bluetooth: How Running Shoes Are Evolving
Athletic apparel and technology resonate with many of our students. Thus, this article from the Wall Street Journal, “The Evolution of the Running Shoe and…
Chapter 09
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#M4BW | Chapter 01 | Chapter 09 | Chapter 15 | Chapter 19 | Ethics | Social responsibility
A Case History of Good and Bad Marketing
What is good marketing? Good marketing connects what people need or value with what a company has to offer. It has a customer focus and…
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#M4BW | Chapter 03 | Chapter 09 | Chapter 19 | Ethics
Social Norms Are Changing – Do Your Students Know?
Social norms theory proposes that people’s behavior is influenced by their perceptions of how others in their peer group think and act. When people overestimate…
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Artificial Intelligence | Chapter 07 | Chapter 09 | Chapter 13 | Chapter 15 | Market research | Promotion
Case Study: Clorox Uses AI to Transform Consumer Insights
Earlier this week, we posted about what AI might mean for advertising. This recent Wall Street Journal article, “How the Owner of Hidden Valley Ranch…
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Chapter 04 | Chapter 05 | Chapter 08 | Chapter 09 | Chapter 13 | Chapter 17 | Price | Product | Product life cycle | Promotion
Marketing to ‘Real People’: Eight Sleep’s Move from Tech Icons to Main Street
This Wall Street Journal article, “Musk and Zuckerberg Praise This $3,000 Smart Mattress Cover. Will Regular People Buy, Too?” offers an example of a company…
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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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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…
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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…
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The Retro Revolution: How the VW ID. Buzz is Electrifying the Minivan Comeback
Volkswagen is bringing the minivan back with the all-electric ID. Buzz, a retro-modern vehicle paying homage to VW’s iconic microbus. The U.S. version of the…
