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…
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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*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)….
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…
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…
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…
We have found that the amount of attention marketing instructors want to give to ethical issues varies widely. Everyone recognizes its importance, but instructor how…
The year 2024 demonstrated that advertising operates in an increasingly interactive and contentious space. For examples, see “10 Ads That Struck a Cultural Nerve in…