AI Shouldn’t Replace Marketers, It Should Replace Bad Marketing
Now for a positive take on the implications of AI on marketing practice. This article, “Stop Worrying About AI Taking Your Marketing Job — and…
Chapter 16
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Chapter 02 | Chapter 07 | Chapter 15 | Chapter 16 | Market research | Marketing strategy planning | Promotion | Word-of-mouth
Gary Vaynerchuk Talks About Marketing
When Gary Vaynerchuk talks about marketing, I listen. He has his critics. But I think at its core, “Gary Vee” gives pretty good, if often…
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Artificial Intelligence | Chapter 07 | Chapter 13 | Chapter 15 | Chapter 16 | Market research | Promotion
AI and Influencers: How Unilever Turned Dove Soap into a Viral Sensation
This is a short article, “How Unilever Used AI to Make Soap Go Viral,” (Wall Street Journal, July 8, 2025), but it can be used…
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Chapter 01 | Chapter 04 | Chapter 13 | Chapter 14 | Chapter 15 | Chapter 16 | Promotion
From Shepherds to Soldiers to Strategists: Unconventional Marketing Contexts
Marketing isn’t just for selling products—it’s increasingly harnessed by institutions pursuing non-commercial goals. Whether it’s evangelism, enlistment, or civic engagement, the strategic use of segmentation,…
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Chapter 02 | Chapter 03 | Chapter 04 | Chapter 05 | Chapter 08 | Chapter 16 | Flip Exercise | International | Marketing strategy planning | Place | Positioning | Price | Product | Promotion
Case Study: Crocs in China
Black Crocs shoes with Jibbitz charm decorations.
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Artificial Intelligence | Chapter 04 | Chapter 13 | Chapter 15 | Chapter 16 | 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)….
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Artificial Intelligence | B2B | Chapter 03 | Chapter 06 | Chapter 12 | Chapter 16 | Place | Promotion
B2B Marketing in 2025: What the Latest Data Tells Us
Right now I am revising Essentials of Marketing. During that process, I run across a lot of articles like “The 39 Crucial B2B Marketing Statistics…
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Advertising | Artificial Intelligence | Chapter 11 | Chapter 13 | Chapter 15 | Chapter 16 | Place | Promotion
The AI-Powered Future of Coca-Cola: From Personalized Ads to Smart Inventory
With the growth of AI, it helps to read interviews with leaders. A couple of weeks ago we featured an interview with the digital manager…
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Chapter 01 | Chapter 04 | Chapter 05 | Chapter 08 | Chapter 10 | Chapter 12 | Chapter 16 | Place | Positioning | Price | Product | Promotion | Publicity | Retailing | Social media
Luxury in the Age of Accessibility: Lessons on Modern Marketing from Birkin and Wirkin
The Hermès Birkin and Walmart Wirkin offer contrasting case studies on luxury branding and consumer accessibility. While Hermès employs scarcity and exclusivity to position the…
